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From the 14th Annual Shorty Awards

I Can't Believe It's Not Butter | Not Butter Summer

Finalist in Contest or Promotion

Entered in Food & Beverage, Humor


We set out to make I Can’t Believe It’s Not Butter! Spray – one of ICBINB’s fan-favorite products, especially during grilling season – have its best summer ever. Our goals were to generate buzz and conversation on social media and reintroduce this iconic brand to the younger, social media audience with our revamped, comedic tone of voice, while highlighting this fan-favorite product – just in time for the summer. 


Our solution was to highlight our grilling season star with over-the-top perfume and cologne ads and give away the biggest tub of ICBINB ever. The sexy perfume ad brought the brand back to its comedic roots with a feed-friendly spoof on the perfume and cologne ads we’re all so accustomed to rolling our eyes at.

Strategy and Execution

To start a conversation on social, we turned Hot Girl Summer into #NotButterSummer with insane giveaways on Twitter that garnered overwhelmingly positive sentiment from fans on all platforms. We encouraged users to engage with our posts and the #NotButterSummer by enticing them with giveaways, including the biggest tub of I Can’t Believe It’s Not Butter (aka a hot tub with an I Can’t Believe It’s Not Butter label). We extended the campaign to Instagram with an absurd (and absurdly fun) AR effect that tied back to our perfume ad. 



Not Butter Summer was one of the best-performing and memorable social campaigns from I Can’t Believe It’s Not Butter! in recent years. The metrics spoke for themselves, garnering over 33.2M impressions, 1.86M engagements, and 44K email sign-ups. We also saw 5X follower growth on Instagram, which was a new platform for the brand, launching in 2020.


Video for I Can't Believe It's Not Butter | Not Butter Summer

Entrant Company / Organization Name

GLOW, I Can't Believe It's Not Butter


Entry Credits