I Can’t Believe It’s Not Butter

Monday October 25thCondiments Category


I’ve never had ICBINB.  I’m either a butter or Smart Balance girl, but I thought their old commercials with Fabio were pretty funny, not hilarious but enough to induce a chuckle.

The old box has a flat yellow background with a thick red stripe on the right to showcase the product’s serving suggestion and information like ‘No Cholesterol” and “Flavored with Sweet Cream Buttermilk”. 
The title text is kind of fancy with each capital letter having a curl off the top of the letter.  It’s neat and straight but not boring.  The graphics of the food are a little ancient looking, like from a 1960’s cookbook where you can’t tell if it’s a photo or a drawing.

The new box is brighter and more action-packed.  The title is a brighter blue that is in a sportier font enclosed in a tapered circle.  The background looks like it has some kind of sun rays shooting out from the title, making it look bright and cheery.  The muffin graphic looks more appealing and the red strip runs horizontally at the bottom instead of vertically on the right.

I have to admit this isn’t one of my favorite comparisons (but I wanted to keep in practice of blogging and it was all I had right now) but I think the new package works well but I would have liked it better if they kept the old title font.

I Can't Believe It's Not Butter: Old or New

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  1. Mel
    October 25, 2010

    I can’t believe I’m such a traitor – I actually voted for the new one this time! I don’t know why – perhaps it’s the font on the old one, or maybe it’s because I am a faithful ICBINB user, but the old one looks….too old? Does that make sense? :D

    I love this comparison and thrilled that you’re blogging again! :D

  2. Kelly
    October 25, 2010

    New. I still remember those old ads…how funny. I’ve never actually tried it though, did it really taste like butter?

  3. Nightdragon
    October 26, 2010

    I continue to be amazed at how uniformly flashy 2000s advertising is. The old designs were unique.

  4. Annette
    December 1, 2010

    The new box might be okay if it wasn’t for that damn sunburst-looking background. Too busy!

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