Skyrockets in flight, CBS is lookin’ forward to a little anytime delight. The Eye network is debuting a new marketing campaign for its daytime soap operas — with the intent of reminding viewers that they’re available to watch at any time of the day on multiple platforms.
The centerpiece of the campaign is “Anytime Delight,” a twist on the 1976 Starland Vocal Band hit “Afternoon Delight,” sung with new lyrics and voals by a number of CBS daytime stars. Among those singing in the spot: Karla Mosley (“Beyond The Gates“), Nathan Owens (“The Young and the Restless“) and Murielle Hilaire (“The Bold and the Beautiful“).
The “Anytime Delight” campaign will hit broadcast, cable, social, streaming, audio and digital starting June 1.
The campaign comes in advance of the upcoming multi-episode crossover between “The Young and the Restless” and new soap “Beyond the Gates.” That event, which will feature six “Young and the Restless” stars appearing on “Beyond the Gates,” will take place June 9 through 12.
According to Mike Benson, CBS president and chief marketing officer, TV Media, the hope is to target both new viewers and current viewers on the ability to find or catch up on the three CBS soaps (“The Young and the Restless,” “The Bold and the Beautiful,” “Beyond the Gates”).
