I Can’t Believe It’s Not Butter returns with spoof fragrance campaign for Summer of fun 


By on Monday, July 12, 2021

In partnership with GLOW, the plant-based dairy alternative has created a new, mouthwateringly seductive campaign that parodies the cliche style found in most fragrance ads.

Paired with delicious Summer BBQ foods like Kebabs and Salmon- Par De Beurres promises to be a smell that will tingle your nose’s taste buds.

Alongside their spoof video content, their official hashtag #NotButterSummer invites influencers and the public to take part in their contest for a chance to win the ultimate Grill & Chill’ prize pack, including:

I Can’t Believe It’s Not Butter!-Branded Plug-and-Play Hot Tub
54-Quart Steel-Belted Cooler
A ‘Shuck Marinate Grill’ Chef’s Apron
A year’s supply (12 bottles) of I Can’t Believe It’s Not Butter! Original Spray

An AR social lens will also allow Instagram users to transform themselves into kebabs, corn on the cob, or salmon whilst playing with the I Can’t Believe It’s Not Butter spray product.

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