Flights are soaring, and CBS is always looking forward to a little fun. The Eye network debuts a new marketing campaign for the daytime soap opera. The purpose is to remind viewers that they can watch at any time of the day on multiple platforms.
The centerpiece of the campaign is “Anytime Delight,” an arrangement of Starland Vocal Band’s 1976 hit “Afternoon Delight,” sung by several of CBS’ daytime stars with new lyrics and vocals. Among those singing there were Carla Mosley (‘Beyond The Gates’), Nathan Owens (‘The Young and the Restless’) and Muriel Hilaire (‘The Bold and the Beautiful’).
The “Anytime Delight” campaign will roll out across broadcast, cable, social, streaming, audio and digital starting June 1st.
The campaign comes ahead of an upcoming multi-episode crossover between The Young and the Restless and the upcoming drama Beyond the Gates. The event will feature six “Young and the Restless” stars who appear on “Beyond the Gates” and will run from June 9th to 12th.
The company wants to target both new and current viewers for their ability to discover or catch up on CBS’ three dramas: “The Young and the Restless,” “The Bold and the Beautiful” and “Beyond the Gates,” said Mike Benson, CBS president and chief television media marketing officer.
“Our daytime dramas are an important part of CBS’ lineup, and we thought there was a real opportunity to build momentum during the comfortable summer season,” Benson said. “The ‘Anytime Delight’ campaign reinvents the iconic hit ‘Afternoon Delight’ with our show’s talent to captivate our loyal viewers and attract a new generation of viewers to the CBS soap. This is a fun, playful and provocative campaign designed to entertain and delight fans alike, while also reinforcing the ability for viewers to watch the CBS soap live or streaming on Paramount+.”
CBS announced a crossover between “The Young and the Restless” and “Beyond the Gates” in January. Starring “Beyond the Gates” from “Y&R” are Eric Braeden, Michael Mellor, Peter Bergman, Susan Walters, Melissa Ordway and Bryton James.
In April, CBS announced that “Beyond the Gates” has been renewed for two more seasons and will run through the 2027-2028 broadcast season. In 2024, CBS renewed The Young and the Restless for four years, running through the 2027-2028 season. And “The Bold and the Beautiful,” which recently released an app, boasts every episode since its launch (over 9,000!), as well as “B&B” from 2007-2008.
An overview of the “Anytime Delight” campaign is as follows:
