Procter & Gamble Works Up New Lather for Soap Operas With ‘Beyond the Gates’

by

If a recent product released by consumer-goods titan Procter & Gamble seems familiar and takes you back to products they produced in the 1960s, 70s, or 80s, it’s not a coincidence.

On Monday afternoon, “Beyond the Gates” premieres on CBS, signifying Procter & Gamble’s comeback to daytime soap operas. Known for manufacturing everyday essentials like laundry detergent, deodorant, and floor cleaners, this global giant once dominated the soap opera world with series such as “Guiding Light” and “As the World Turns.” In a past era, these soaps were as much a part of Procter & Gamble’s identity as brands like Mr. Clean, Pampers, and Tide. For this new venture, P&G is collaborating with a joint partnership between CBS and the NAACP to produce the show.

The series ‘Gates’ focuses on the Dupree family, an affluent Black household residing in a community near Washington D.C.. It stands out as the first soap opera to predominantly star a Black cast since NBC’s ‘Generations’ in 1989, and also marks the debut of a new traditional soap opera on broadcast television since ‘Passions’ was introduced on the same network in the following decade.

Sheila Ducksworth, executive producer of “Gates” and president of a joint venture between CBS Studios and the NAACP, hopes that the unexpected plot twists will encourage a new generation to regularly watch soaps, a habit fewer people have taken up these days. She reminisces about being captivated by these shows when she was ten years old, and following them daily during her college years at Yale University’s Durfee Sweet Shoppe. In most soap operas, she notes, the characters from diverse backgrounds are only a few among the main cast and generally play secondary roles. Now, she claims, “Gates” will present a cast that is more representative of our multifaceted society, set in affluent, gated communities located just outside Washington D.C.

Despite its long-standing popularity, soap operas are gradually losing ground on television. For instance, NBC shifted the iconic “Days of Our Lives” to their Peacock streaming platform in 2022. Now, ABC only broadcasts one remaining soap opera, the time-honored “General Hospital.” CBS continues to air “The Young and the Restless” and “The Bold and the Beautiful,” but many classic soap operas like P&G’s “Guiding Light” have been canceled for years. TV networks have observed that viewers are less tied to a daytime television schedule, thus not forming the soap opera habit as their predecessors did at a younger age. Additionally, media executives recognize they can substitute expensive daytime scripted shows and syndicated series with cheaper news programming instead.

Leslie Moonves, former head of CBS, remarked in 2009 that only the exceptional soaps would continue to thrive following the network’s cancellation of “As the World Turns” after over half a century. He told The New York Times that this marked the end of soap operas owned by clients. Essentially, he was saying that even though it may be sad, everything has its time and the era of such soaps is now passing, giving way to a new period in both television and business.

Nearly two decades later, has the business changed again? That’s what the “Gates” builders hope.

According to George Cheeks, co-CEO of Paramount Global (which owns CBS), soap operas have not disappeared from our screens. People still enjoy the high drama found in shows like Bravo’s “Real Housewives” and many others. Cheeks believes that a new daytime soap opera could attract the traditional CBS audience while also reaching a younger, untapped demographic through streaming platforms. Interestingly, research indicates that soap operas are particularly popular among Black women. This is an underrepresented group, which presents an opportunity for business growth in this area, as CBS has already demonstrated by canceling its afternoon talk show, “The Talk,” to make way for a new soap opera titled “Gates.

Procter & Gamble recognizes a chance to promote their products to audiences not frequently depicted in television shows. They are planning for characters from “Gates” to use Tide detergent and Febreze air freshener across multiple episodes, as mentioned by Kimberly Doebereiner, the executive producer of “Gates” and head of P&G Studios. Further product appearances might also be anticipated.

She emphasizes that our main aim is for this production to shine as a top-notch drama and content. That’s what matters most to us. If we achieve that goal, our company can incorporate our products as everyday examples within the show. For instance, families with children often need to do laundry, and at one point, a character might use Febreze to freshen up the scent during a party scene. Instead of forcing our products into the storyline, we aim to demonstrate authentic usage where it makes sense, highlighting the performance of our products in the daily lives of our consumers. P&G gets the opportunity to decide if they want to integrate their products into the show beforehand,” says Cheeks.

Advertisers are increasingly seeking integration within the content that attracts viewers, rather than traditional commercial breaks. This could involve partnering with networks like Lifetime to create a 15-minute mini-movie, reminiscent of their popular romantic dramas, but promoting visits to Chili’s restaurants and tasting their signature margaritas. Alternatively, it might lead to advertisements that align with specific shows’ content, similar to what some markets have done recently with programs like ‘Yellowstone’ or ‘Saturday Night Live.’

It appears that Procter & Gamble (P&G) might have re-entered the content creation sphere due to this shift in focus. After cancelling their CBS soap operas, as mentioned by Doebereiner, P&G began questioning whether they truly needed to produce television shows. Nowadays, their priority lies not on being a TV producer but rather on participating in cultural discussions. Regarding the upcoming series “Gates,” P&G might offer insights on casting and plotlines; however, they are more inclined towards discovering genuine ways to market their products without disrupting the viewers’ entertainment experience.

Incorporating authentic, commonly recognized items such as hair-care products and floor cleaners on set significantly enhances production, according to Duckworth. He explains, “We aimed not only to seem contemporary but also to appear genuinely realistic.” Determining if Procter & Gamble’s involvement contributes positively – both creatively and financially – could be one of the most captivating plot points in “Beyond the Gates.

Read More

2025-02-24 16:46