Spraychel Takes On Butter. Butter Heavily Favored.

According to this New York Times article, I Can’t Believe It’s Not Butter!, a Unilever brand that has long used traditional advertising, primarily television commercials, to reach its target market of women ages 35 and up is shifting gears and eschewing TV.
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The new campaign, created by Byte Interactive in South Norwalk, Conn., is intended to be watched online, with four so-called Webisodes appearing on a dedicated site. The idea is for computer users to share the ads through e-mail messages.
“Classical advertising is not as effective and efficient as it has been in the past,” said Javier Martin, who manages the brand at Unilever United States in Englewood Cliffs, N.J., “so we’re looking for more innovative ways to reach our consumers.”

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • Stephanie

    How cute is that!?!

  • http://decentmarketing.typepad.com Katherine Stone

    I saw this and thought it was one of the dumbest things I’d ever seen. Quick let me jump online and send these webisodes related to a soft margarine spread to all of my friends.