Fabio Returns to Launch New Better Than Ever I Can't Believe It's Not Butter!
03 Februar 2006 - 8:30PM
PR Newswire (US)
New Ad Campaign to Debut Day After Super Bowl ENGLEWOOD CLIFFS,
N.J., Feb. 3 /PRNewswire/ -- Fabio, the King of Romance and
legendary icon of I Can't Believe Its Not Butter!(R) is spreading
romance once again in a brand new advertising campaign launching
the new and improved I Can't Believe It's Not Butter! spread. The
brand is investing heavily in both television and print throughout
the year. "I'm happy to be back, spreading the news about the new,
great tasting I Can't Believe It's Not Butter!," Fabio announced
recently. "My romance with I Can't Believe Its Not Butter! never
really ended so it is fitting that the love affair is out in the
open again through an exciting new advertising campaign." The new
television spot, entitled "Balloon Escape," is an evolution of the
very successful "Best of the Best" campaign, developed by McCann
Erickson New York, that has been running for the last four years.
The television spots are scheduled to run in prime time, daytime,
cable and news and can be seen during popular hit television shows
such as "Crossing Jordan," "The King of Queens," "CSI:NY" and the
new legal drama "In-Justice." "Fabio, the epitome of romance and
fantasy, was the perfect fit to continue the brand legacy and
invite consumers to fall in love all over again with the new and
improved I Can't Believe Its Not Butter!," said Javier Martin,
Unilever US, Brand Manager, I Can't Believe Its Not Butter! "The
new formulation, with more fresh butter taste will have consumers
swooning." A corresponding print ad, which also plays on the
fantastical nature of the brand, will be running in Women's
service, general interest/entertainment and epicurean magazines
such as "Woman's Day," "People" and "Everyday Food." The new I
Can't Believe It's Not Butter!, which is still cholesterol and
trans fat free, has been reformulated with more fresh butter taste
and twice the sweet cream buttermilk. Fabio became I Can't Believe
It's Not Butter!'s symbol of romance in the mid 1990's by
headlining the brand's ad campaign. About Unilever Unilever
(NYSE:ULNYSE:UN), one of the world's largest consumer products
companies, aims to add vitality to life by meeting everyday needs
for nutrition, hygiene and personal care. Each day, around the
world, consumers make 150 million decisions to purchase Unilever
products. The company has a portfolio of brands that make people
feel good, look good and get more out of life. In the United States
these brands include recognized names such as: Axe, "all," Ben
& Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree,
Dove personal care products, Hellmann's, Lipton, Knorr, Popsicle,
Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave and Vaseline.
All of the preceding brand names are registered trademarks of the
Unilever Group of Companies. Dedicated to serving consumers and the
communities where we live, work and play, Unilever in the United
States employs more than 15,000 people in 74 office and
manufacturing sites in 24 states and Puerto Rico -- generating
approximately $10 billion in sales in 2004. For more information
visit http://www.unileverusa.com/. CONTACT: Dana Kopp Hudon/Raina
Grossman / M Booth & Associates (212) 481-7000 First Call
Analyst: FCMN Contact: DATASOURCE: I Can't Believe Its Not Butter!
CONTACT: Dana Kopp Hudon, , or Raina Grossman, , both of M Booth
& Associates, +1-212-481-7000, for I Can't Believe Its Not
Butter! Web site: http://www.unileverusa.com/
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