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Award-winning case study
1.
I Can't Believe It's Not Butter! - From extraordinary launch to long-term success
Jacqueline Feasey, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1996
1991 launch of ICBINB!, positioned as a brand which offers a buttery taste, but is better for you than butter. TV campaign was banned shortly before launch, and the budget was switched to an 11-day pr ...

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