We Can't Believe This Is I Can't Believe It's Not Butter's Packaging

by Rudy Sanchez on 12/09/2019 | 2 Minute Read

Margarine spread I Can’t Believe It’s Not Butter has had a somewhat tumultuous branding history, as they were initially only available mostly in the Baltimore and Washington D.C. area until Unilever acquired manufacturer J.H. Filbert. It has since changed hands again, with new owners Upfield rebranding the spread line “I Can’t Believe It’s So Good...For Everything,” which left consumers perplexed.

Editorial photograph

The margarine brand has decided to go back to the original name and restore the playful branding that had previously been a core part of “I Can’t Believe It’s Not Butter!” identity.

The new packaging returns to the brand’s original colors while modernizing the brand. The signature yellow and blue dominates the tub, complemented with a round bold font, which, like Suzie Jenkins in 3rd grade, replaces the dot in “!” with a heart. The back-to-basics design will instantly draw recognition in a crowded supermarket cooler beset on all sides by un-butters.

Editorial photograph

Upfield is also extending the ICBINB range with a new spread for baking, “I Can’t Believe It’s Even Butterier!” The new product’s line follows the same style as the original spread but substitutes the classic blue for a light brown, a similar shade to that of delicious baked goods done baking.

Of course, ICBINB has yet to confirm the return of longtime spokesman and the Clydesdale of Italian models Fabio, who even at 60 is still rocking those long, luscious locks.

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