The whole idea behind I Can’t Believe It’s Not Butter is supposed to be that this yellow, smushy spready product you put on bread and spray on vegetables (which is kind of weird, right?) is so ridiculously akin to the real thing, that you just cannot believe it’s not butter. Someone should’ve told that to the brand’s Twitter account manager.
Reader Sean was cruising around on the Twitternets when he noticed what the company had changed its name to, in order to fit the character constraints. While their handle is @ICBINotButter, they’ve switched the name of the page to simply, “Believe It’s Not Butter.”
Flat out just believe it, everyone. That is not butter. No way. No how.
As Sean puts it:
It’s a small, yet huge difference, and is definitely an advertising fail.
“I Can’t Believe It’s Not Butter” gives you a nice expectation that the product is so close to being butter it’s amazing. “Believe It’s Not Butter” just tells you the absolute truth. It’s not butter. It’s NOTHING like butter. BELIEVE it’s nothing like it at all.
Funny how two words can change an entire meaning.
Although it is kind of a relief to suspend that constant disbelief we were supposed to have and just admit that we all know it really isn’t butter. Such a freeing feeling.