Agency: McCann Erickson | Author: 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...