Welcome In: P&G’s Groundbreaking New Soap Opera Beyond the Gates Premieres This February

Did you know P&G pioneered the soap opera and even won an Emmy for Lifetime Achievement in soap opera creation?

From radio dramas to captivating daytime television series, P&G and Irna Phillips, known as the “Queen of Soap Operas,” revolutionized advertising by weaving our brands into compelling stories that captivated audiences and built lasting connections. Together, we sparked a cultural phenomenon by bringing entertaining, everyday stories into consumers’ homes — and this innovative spirit continues to drive us today.

Welcoming a New Era of Brand Storytelling

Building on this legacy, P&G Studios is partnering with CBS Studios and NAACP Ventures to introduce the next generation of soap operas with Beyond the Gates, the first American daytime soap opera to feature a predominantly Black cast since 1989.

Beyond the Gates premiered Monday, February 24, 2025, and airs weekdays on CBS at 2 PM ET and streams on Paramount+!

This groundbreaking series centers around the Dupree family, who navigates the ups and downs of life in the vibrant community of Fairmont Estates. Beyond the Gates explores universal themes that connect with all our consumers, such as family, love and community.

Just like the classic soap operas fans remember, Beyond the Gates is brought to the screen by the everyday P&G brands people know and love, such as Tide, Febreze, Cascade and many more. These brands are part of consumers’ daily lives, and now, they're part of this exciting new story.

Watch P&G historian Shane Meeker as he shares how soap operas weren't just entertainment; they connected our daily use products to more audiences in a new and exciting way!

If you’re having issues viewing this video, watch it here.

Connecting More Consumers to Our Brands

Our commitment to representing and reflecting everyone we serve has been a core part of how our brands leverage the power of storytelling to connect with all audiences.

P&G soap operas have a long history of "firsts," including featuring Cicely Tyson as the first Black actress on daytime television in Guiding Light and James Earl Jones as the first African American man in a recurring role on As the World Turns. Beyond the Gates honors this rich history of storytelling with incredible actors in front of the camera, as well as an inclusive team bringing the series to life behind the scenes, including visionary and award-winning producers, showrunners, costume design royalty and more. This helps widen the screen through powerful and entertaining stories that reach and resonate with all consumers.

Beyond the Gates isn’t just a nod to our legacy; it's our continued commitment to broaden the spectrum of everyday stories that reflect all the people we serve every day.

Learn more and explore P&G's legacy of superior brand experiences through inclusive consumer connections.

And test your knowledge of soap opera history when you watch the cast of Beyond the Gates take the “P&G Invented the Soap Opera” quiz!

Beyond the Gates airs weekdays on CBS at 2 PM ET and streams on Paramount+.