Fabio returns to launch new campaign

New ad campaign to debut the day after the Super Bowl.

Englewood Cliffs, N.J. -- Fabio, the King of Romance and legendary icon of I Can’t Believe It’s Not Butter!®is spreading romance once again in a brand new advertising campaign launching the new and improved I Can’t Believe It’s Not Butter! spread. The brand is investing heavily in both television and print throughout the year.

“I’m happy to be back, spreading the news about the new, great tasting I Can’t Believe It’s Not Butter!,” Fabio announced recently. “My romance with I Can’t Believe It’s Not Butter! never really ended so it is fitting that the love affair is out in the open again through an exciting new advertising campaign.”

The new television spot, entitled “Balloon Escape,” is an evolution of the very successful “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, which also plays on the fantastical nature of the brand, will be running in Women’s service, general interest/entertainment and epicurean magazines such as Woman’s Day, People and Everyday Food.

The new I Can’t Believe It’s Not Butter!, which is still cholesterol and trans fat free, has been reformulated with more fresh butter taste and twice the sweet cream buttermilk. Fabio became I Can’t Believe It’s Not Butter!’s symbol of romance in the mid 1990’s by headlining the brand’s ad campaign. For more information about I Can’t Believe It’s Not Butter! visit http://www.tasteyoulove.com/

Unilever United States, Inc.

Unilever US, Inc
800 Sylvan Avenue
Englewood Cliffs
NJ 07632

+1 201 894 7760


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