Brief Description: Details of product launch in 1991 with product claiming buttery taste but better for you. TV campaign banned shortly before launch and spend switched to press campaign using TV storyboard. Result was 26% ad awareness, 38% brand awareness and 53% of consumers understanding message within a month. By end of 1991 50% distribution target was overtaken with an achievement of 75%. Brand reached 2% volume share after 2 months. When TV ban was lifted in August 1992 share accelerated, rules broken by using ‘cow world’ to advertise a margarine product with a dairy theme. Advertising image varied with many respondents disliking the campaign but noticing it. Paper then looks at later strategy in 1995-6 with same theme with fresh executions. In 1995 further campaign developed to compete with Utterly Butterly launch, successful with increase in loyalty and penetration. ---(TAGS)--- Full Title: I Can't Believe Its Not Butter! ~ I Can't Believe Its Not Butter! From extraordinary launch to long term success; Number: 1996/309; Brand: I Can't Believe It's Not Butter; Client: Van Den Bergh Foods; Product Category: Food (Yellow fats); Agency: McCann Erickson; Author:Jacqueline Feasey; Prize Winners: Bronze; (Ref: Adworks 9)