Campaign Highlights
Fabio represented the brand from 1994 to 2016, making “I Can’t Believe It’s Not Butter!” a phrase recognized around the world. His spot for “I Can’t Believe It’s Not Butter! Spray” earned Best of The Year honors from AdWeek, and he was listed among the “Top 20 Brand Spokespersons of All Time.” The partnership contributed to sales growth of more than 10X, while total SKUs grew 6X.
Media Coverage
Estimated placement value exceeded $250 million, spanning TV, print and online outlets across local, regional, national and international markets.
Frequently Asked Questions
How long did Fabio serve as the spokesperson for “I Can’t Believe It’s Not Butter!”?
He represented the brand from 1994 through 2016 — a stretch of more than twenty years.
Who distributed “I Can’t Believe It’s Not Butter!” while the campaign ran?
Distribution came through Van Den Bergh Foods Company / Lipton / Unilever.
What was the campaign’s estimated media coverage placement value?
Coverage was valued at more than $250 million, covering TV, print and online media in local, regional, national and international markets.
What award did Fabio’s “I Can’t Believe It’s Not Butter! Spray” commercial earn?
AdWeek voted the “I Can’t Believe It’s Not Butter! Spray” spot Best of The Year.
How did the campaign affect the brand’s sales and product range?
It helped push sales growth beyond 10X, while total SKUs rose 6X.
Where can I explore more of Fabio’s brand campaigns?
The Case Studies in Success section highlights additional campaigns, such as Old Spice, Nationwide Insurance, Sam’s Club and Versace.
Fabio’s long-running role with “I Can’t Believe It’s Not Butter!” shows how a memorable spokesperson can turn a product line into a household name. From the AdWeek-recognized “Spray” commercial to two decades of steady brand representation, the campaign remains a standout example of celebrity marketing. Explore the other case studies to see how similar partnerships shaped brands like Old Spice, Nationwide Insurance, Sam’s Club and Versace.