Unilever is launching a campaign for its brand I Can’t Believe It’s Not Butter! in the US.
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The campaign, entitled Now we know better, includes an online game show hosted by actor John Hurley, which kicked off last week.
The emphasis is on informing consumers how they “now know better”, with the brand’s original soft spread now made with a blend of oils and 70% less saturated fat.
“We are educating consumers about the health concerns of saturated fats and cholesterol in butter and the benefits of using I Can’t Believe It’s Not Butter!,” said associate brand manager, Naomi Cohen. “The flashback to the naïveté of previous decades combined with the integration of celebrities in our campaign will capture consumer attention and engage them in our health messages.”
The online trivia game has been developed in partnership with MSN and includes banners throughout the website.
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By GlobalData
