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.

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.”