‘Beyond The Gates’ Casts Tide & Febreze In Recurring Roles “To Set The Vibe”​on April 28, 2025 at 5:00 pm

While Beyond the Gates has posted impressive gains in The Talk’s old timeslot — the Michele Val Jean drama is up 70% and averages 2.1 million viewers — one aspect of the new CBS sudser isn’t exactly passing the smell test with viewers.

Two household products — Febreze and Tide — seem to have recurring roles on the drama about a wealthy Atlanta family. And it goes beyond your typical product placement: the dialogue includes several references to the room freshener and laundry soap.

In one April scene featuring Tamara Tunie’s Anita and Daphnee Duplaix’s Nicole, the women discuss a new Febreze scent that is used to “set the vibe” of a party. A week or so later, a bedroom discussion about Tide evolves after Jacob (Libra Hordges) spills chocolate ice cream on a pillow.

Naomi (Arielle Prepetit) tells him not to worry, though, because she’s got a “secret weapon.”

“Tide’s got my back,” says Jacob.

The camera then pans to a bottle of the detergent at the end of the bed.

Granted, there’s nothing remotely new or surprising about the integration of household products; after all, daytime dramas were first launched to sell soap (and Procter & Gamble was one of the first sponsors). And since P&G is a key partner and sponsor of Beyond the Gates, CBS has never hidden the fact that certain products will show up in the “everyday life” of the Duprees.

But it’s 2025. Why are these placements still so ham-handed?

Viewers seem to be wondering the same thing. (CBS declined to comment — opting, instead, to send this reporter a big basket of Procter & Gamble products).

At least some members of the cast seem to be laughing along with their (patient?) fans. Duplaix shared the below fan art on her Instagram account with the message, “It’s the Febreze bottle that got me on the floor. Fans are awesome. Keep them coming …. we love it!”

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