Brand Marketing Market: I Can't Believe It's Not Butter Book Aims to Inspire

I Can't Believe It's Not Butter, a brand under Flora Food Group, has launched a new marketing campaign featuring its mascot Tubz, who has authored a self-help book titled 'Lifting the Lid.' The 78-page book is available on Amazon and includes a foreword by Fabio, the brand's former mascot. The campaign aims to humanize Tubz and draw parallels between his journey and the brand's efforts to regain relevance. The brand, acquired by KKR from Unilever in 2017, has undergone a reformulation and is now targeting health-conscious consumers, including those on GLP-1 medications, by adding vitamins and omega-3. The book leverages nostalgia and humor to reconnect with American consumers, as the brand seeks to bounce back from declining sales.