THE BRIEF

Reposition “I Can’t Believe It’s Not Butter” as a more versatile, tasty alternative to Butter in the increasingly busy ‘value’ sector of the spreads aisle.

OUR APPROACH

A name change to “I Can’t Believe It’s So Good…” ensured that versatility was foremost. The introduction of a food shot added taste appeal and provided differentiation from the discounter offers.

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