I Can't Believe It's Not Butter! - From extraordinary launch to long-term success

Jacqueline Feasey

1991 launch of ICBINB!, positioned as a brand which offers a buttery taste, but is better for you than butter.
Agency: McCann EricksonAuthor: Jacqueline Feasey

I Can't Believe It's Not Butter! From extraordinary launch to long-term success

BEFORE LAUNCH

Van den Bergh Foods (VdBF) is the dominant force in the UK margarine and low-fat spreads market (MLF), with around 45% of market volume. In 1991, its strength lay with the more established health and baking sectors of the market, rather than the newer, premium-priced butter taste sector dominated by Clover and Golden Crown. The launch of ICBINB! was an attempt to break into this sector.

Before launch, ICBINB! was not intended to be a controversial...

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