Unilever spread brand I Can’t Believe it’s Not Butter has changed its name and revamped its packaging to engage audiences in a new way.
The new packaging highlights the versatility, taste and health benefits of the spread by highlighting its array of uses – including spreading, frying, baking and cooking. The brand name on pack will be changed to I Can’t Believe it’s so Good.
The redesign will rely on the brand’s iconic packaging to continue to enforce brand recognition, even after the name is changed.
A picture of the product spread on a toasted crumpet has been added to the front of packs, while the reverse features a reinforcement of the main message with the words ‘I can’t believe it’s so versatile’.
Alan Gilbody, managing director of Slice Design, which helped Unilever to execute the rebrand, said: “The introduction of the crumpet on pack helps to queue appetite appeal, whilst the retention of the familiar butter blob and text on pack helps to emphasise brand continuity during the makeover.”
“The three main consumer needs we wanted to address in the pack re-design was taste, versatility and great value.”
And a spokesperson for brand owner Unilever said: “The final design met our brief and main objective: to update our packaging in a way that consumers would see the very high value for money that our product offers. The Slice Design team has reacted very well to our demands and to the challenges that we face in the market, and they were always ready to contribute with ideas that added value to the final result.
“We are confident the relaunch will land the message that consumers can trust our product to deliver in all different usages, such as spreading, cooking, frying and baking, and always at a high value for money.”
© FoodBev Media Ltd 2021
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