a
trademark for a laundry detergent, produced by Procter & Gamble (a
major American manufacturer of cleansers, soaps and other various household products). Bold was introduced in 1965 to compete with their earlier brands
Tide and Cheer. With
Tide advertised as the
brand that "makes clothes white," Cheer as making clothes "whiter than white," Bold was promoted as the
brand that made clothes "bright." It replaced Cheer as America's number two
brand directly behind
Tide.