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   I Can’t Believe It’s Not Butter! Entertains With New Musical-Inspired Campaign
by Unilever
Posted: Tuesday, November 17, 2009 at 9:54AM EST

ENGLEWOOD CLIFFS, N.J.--(BUSINESS WIRE)--What do you get when you combine a classic hit, unforgettable choreography and first-rate comedic talent? You get “Turn the Tub Around,” a multi-faceted musical campaign for I Can’t Believe It’s Not Butter!® that showcases the product’s “fresh butter taste the healthier way”.

The campaign stars the multi-talented Emmy® and SAG-award winning actress Megan Mullally and features song and dance videos choreographed by Tyce Diorio. The campaign kicked off November 16 with 30-second television spots airing nationally and leads up to a debut of a music video starring Mullally, airing on the much-anticipated finale of So You Think You Can Dance.

“We tapped into the increased popularity of music and dance routines to involve our consumers in a light-hearted and over-the-top way,” said Barry Sands, Unilever Senior Brand Manager, I Can’t Believe It’s Not Butter!®. “We rewrote a catchy song and mixed in a signature dance move – all to make our health message of “Butter Taste, Better Health” more engaging for consumers.”

The spots feature Mullally in the grocery store on a typical shopping outing. Upon entering the dairy aisle, she stops to check out I Can’t Believe It’s Not Butter!®, turning the tub around to read and compare its nutritional benefits to those of butter. As she examines the I Can’t Believe It’s Not Butter!® label, the store and its employees transform into a Broadway-esque set, complete with Mullally dancing in a bold red dress accompanied by a team of handsome stock boys.

"The combination of top-level talent on this program, including Megan Mullally, Tyce Diorio and song producer Matthew Gerard, has created the perfect storm of creative, brand and talent,” said David Lang, President, North America of Mindshare Entertainment, which produced the video. "There is nothing quite like this on television or online right now.”

The production highlights what makes I Can’t Believe It’s Not Butter!® unique. I Can’t Believe It’s Not Butter!® has a delicious fresh butter taste the healthier way because it contains no cholesterol, 70% less saturated fat than butter and has no hydrogenated oils – so there is no trans fat.1 In comparison, butter is a source of saturated fat and cholesterol.

The initial TV spots offer just a glimpse of the upcoming 90-second musical spot set to air during the December 16 finale of “So You Think You Can Dance.” That same day, a full-length version of the “Turn the Tub Around” music video will be unveiled at Interactive television will also carry the music video. Another element of the campaign will be an interactive, sharable video available on where site visitors upload their image to “star” in their own “Turn the Tub Around” music video.

Unilever Soft Spreads

Unilever manufactures soft tub spreads under the I Can’t Believe It’s Not Butter!®, Shedd’s Spread Country Crock®, Brummel & Brown®, Promise®, Promise activ®, and Imperial® brand names. Most soft spreads are made with a blend of nutritious vegetable oils including soybean and canola, and contain 70% less saturated fat than butter, have no cholesterol, and are rich in monounsaturated and polyunsaturated fats, with many providing excellent sources of Omega-3 ALA. All Unilever soft (tub) spreads have 2 grams or less of saturated fat per serving (between 5 and 8 grams of total fat per serving), and with this formulation change, will contain no hydrogenated oils and no trans fat per serving.

About Unilever

Unilever’s mission is to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Each day, around the world, consumers make 160 million decisions to purchase Unilever products.

In the United States, the portfolio includes major brand icons such as: Axe®, Ben & Jerry’s®, Bertolli®, Breyers®, Caress®, Country Crock®, Degree®, Dove® personal care products, Hellmann’s®, Klondike®, Knorr®, Lipton®, Popsicle®, Promise®, Q-Tips®, Skippy®, Slim-Fast®, Suave®, Sunsilk® and Vaseline®. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs nearly 12,000 people in both the United States and Puerto Rico – generating nearly $10 billion in sales in 2008. For more information, visit

Source: Unilever

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