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Unilever has launched a new advertising campaign for its spread I Can’t Believe It’s Not Butter! The advertising coincides with a new taste and formulation for the brand and will continue to feature the character Fabio.

Without revealing details of advertising spend, Unilever said that it would be “investing heavily in both television and print throughout the year.”

Unilever said I Can’t Believe It’s Not Butter! has been reformulated with more fresh butter taste and twice the sweet cream buttermilk.

The new television spot, entitled “Balloon Escape,” is an evolution of the “Best of the Best” campaign, developed by McCann Erickson New York, that has been running for the last four years. The television spots are scheduled to run in prime time, daytime, cable and news and can be seen during popular hit television shows such as “Crossing Jordan,” “The King of Queens,” “CSI:NY” and the new legal drama “In-Justice.”

“Fabio, the epitome of romance and fantasy, was the perfect fit to continue the brand legacy and invite consumers to fall in love all over again with the new and improved I Can’t Believe It’s Not Butter!,” said Javier Martin, Unilever US, brand manager, I Can’t Believe It’s Not Butter! “The new formulation, with more fresh butter taste will have consumers swooning.”

A corresponding print ad will be running in Women’s service, general interest/entertainment and epicurean magazines such as “Woman’s Day,” “People” and “Everyday Food.”