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January 20, 2017

New name for Unilever’s I Can’t Believe It’s Not Butter

Unilever is rebranding its I Can't Believe It's Not Butter spread in the UK in a move to "drive awareness of the product's versatility".

Unilever is rebranding its I Can’t Believe It’s Not Butter spread in the UK in a move to “drive awareness of the product’s versatility”.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
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by GlobalData
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The consumer goods group said the rebranding of the spread to I Can’t Believe It’s So Good For Everything aims to show the product can “satisfy a range of consumer needs, from spreading and cooking to baking and frying”.

The company said it will promote the rebranded product as “a healthier choice for shoppers as it is made from plants, and contains Vitamin D, Omega 3 and less saturated fats and calories than butter”.

Unilever UK brand manager Pedro Costa said: “We know that our consumers want value for money when it comes to spreads. Our brand evolution to take on a new name helps to drive home the fact that this product is unbelievably versatile and a healthier option, making it a great value offering. We expect this change to resonate well with our existing customers whilst attracting new ones.”

Unilever CFO Graeme Pitkethly admitted last year the company’s spreads continued to be a “drag” on the group’s wider food operations but said spreads remained “a highly cash-generative business”.

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Free Report
img

Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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