An unconventional campaign for a nonbutter spread is unusual for the way the ads will be served up. The spread is I Can't Believe It's Not Butter!, a Unilever brand that has long used traditional
advertising, primarily television commercials, to reach its target market of women ages 35 and up. For the spray-bottle version of the spread, the American unit of Unilever is introducing this week a
humorous campaign devoid of TV spots.
Read the whole story at The New York Times, July 26, 2005 »
