Observed Signal · Sep 22, 2026 · Brand Activation · Source: Adweek · Impact: 1/5 · Sentiment: Positive
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.
Niche brand marketing campaign, not industry-shifting but creative example in advertising.
Key Takeaways & Evidence Grounding
- Tubz, the I Can't Believe It's Not Butter mascot, authored a book titled 'Lifting the Lid'.
- The 78-page book is on sale on Amazon starting September 22, 2026.
- Fabio, the brand's former mascot, wrote the foreword.
- The book is part of a marketing strategy to increase brand relatability.
- I Can't Believe It's Not Butter was purchased by KKR from Unilever in 2017 for €6.8 billion.
Connected Companies & Entities
2 Entities mappedUnilever
Consumer goods company selling branded household and personal care products.
“Private equity firm KKR bought I Can't Believe It's Not Butter as part of Unilever's selloff of its spreads division in 2017....”
KKR
Public alternative asset manager focused on private market investing.
“Private equity firm KKR bought I Can't Believe It's Not Butter as part of Unilever's selloff of its spreads division in 2017....”
Ontology Mapping & Concepts
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