I Can’t Believe It’s Not Just TV

24 06 2008

20 years ago, you’d write the media plan and creative brief for a brand like “I Can’t Believe It’s Not Butter” in your sleep. Buy TV. Tediously explain why you taste just like butter but are better. Cut to animated demo, then happy Moms, then… back to sleep. (As a plus, this kind of commercial is very sleep-inducing).

Today, Unilever doesn’t do marketing in their sleep. They do it wide-awake, and it shows in their results.

The latest campaign for “I Can’t Believe It’s Not Butter” has a totally different approach: rock stars and webisodes. There’s a TV spot, but it runs on Comcast Interactive and Direct TV.

Cheesy? Sure. But you can bet that if it didn’t work, Unilever wouldn’t be doing this for four years running.