I Cant Believe Its Not Butter! – Cheat On Butter from ImageAlt on Vimeo.

Previsualization from earlier campain

Previsualization from earlier campaign

Over the last 20 years, I Can’t Believe Its Not Butter has had a lot of spokes people. Everyone from Fabio to Ozzy. The commercials I worked on helped bring the product back to a firm understanding of why you might choose ICBINB over butter. All the taste and spreadability with 70 percent less saturated fat. It is a win-win. 

Here’s more on I Can’t Believe It’s Not Butter.

I Can’t Believe It’s Not Butter! is a butter substitute produced by Becel/Flora/Promise, which is a subsidiary of Unilever.The J.H. Filbert company, based in Baltimore, Maryland, invented the product in 1979, and first marketed it in 1981. The company was acquired by Unilever in 1986, who also received the butter-substitute brand for $1. Unilever then expanded its sales of the product, previously only available primarily in the Washington/Baltimore area, throughout the United States in 1988, and later to the United Kingdom and Canada in 1991. The product has continuously been the leading seller in its category of margarines/butter substitutes. Advertisements featuring the product often end with the question, “I Can’t Believe It’s Not Butter, can you?”