Unilever updates margarine campaign with fun look back

ENGLEWOOD CLIFFS, N.J. Unilever’s “I Can’t Believe It’s Not Butter!” margarine brand on Wednesday announced the launch of a new advertising campaign.

Tagged, “Now We Know Better,” the integrated campaign takes cues from what people might have done a few years back—like sunbathing with reflectors and loading up on butter—with the idea that people know better than to fool with Mother Nature. The campaign touts “I Can’t Believe ...” for its blend of oils, as a source of Omega-3 and for its lack of trans fats and lower saturated fat content than butter.

The TV, print and Internet media campaign center on the fictional family “The Buttertons,” and features and online “Now You Know Better $1,000,000 Game Show.” Hosted by John O’Hurley, the game runs through March and offers such additional prizes as spa weekends. Unilever is touting the game with banners at MSN.com and a link in the game section of the site.