Soap promos ad up

CBS' Bloom unveils marketing campaign

Whipping up the suds for the Eye’s No. 1-rated soap lineup, new CBS daytime topper Barbara Bloom has unveiled the first major marketing campaign of her rule.

The summertime initiative — “Hot Enough for You” — includes seven ads that are running in primetime as well as during the day. The net also has retooled inhouse show teasers.

And in a programming and promotional tie-in with Island Records, Grammy-nominated recording artist Daniel Bedingfield will appear July 9 on “Guiding Light” to perform his hit single “If You’re Not the One.”

His appearance is the official kickoff of the promo campaign, although some of the spots have been running in recent days.

Bloom said she felt it was important to rethink the way CBS reaches out to daytime auds and entice new viewers.

“In developing the campaign with our inhouse creative team as well as MKA Advertising, we looked at all these great stories each show is telling right now,” Bloom said.

Tuneful promos

It isn’t the first time CBS daytime has teamed up with musical talent. Previous promos featured music by Alicia Keys, while Latin sensation Ennis appeared on “The Bold and the Beautiful.”

Soap operas generally take care of themselves, immune to some of the pressures facing primetime and other programming blocks. CBS has the top-rated daytime lineup.

A veteran of the soap opera biz, Bloom arrived at CBS earlier this year from ABC, where she held several positions, including head of the Alphabet’s West Coast daytime programming department.

At the Eye, Bloom also is in charge of the net’s Saturday morning children’s block.

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