OZZY OSBOURNE Stars In U.K.'s 'I Can't Believe It's Not Butter' Campaign

February 3, 2006

U.K.'s Checkout magazine is reporting that Unilever UK Foods is launching a TV campaign for its "I can't believe it's not Butter" brand featuring Ozzy Osbourne and impersonator Jon Culshaw.

The 7-million-pound campaign goes live this month and is designed to support the relaunch of the product, which has a new recipe, and a new pack design.

The campaign will also include press and poster advertising.

Brand manager Noam Buchalter said: "The aim of the activity is to communicate the improvements made to the spread and to highlight the new packaging."

Jon Culshaw impersonates Ozzy Osbourne in the TV ad, which plays upon the fact that it is as difficult to tell the two Ozzies apart as it is to distinguish between "I can't believe it's not Butter" and butter.

"'I can't believe it's not Butter' now tastes so much like butter that the two Ozzies can't tell the difference," added Buchalter. "'I can't believe it's not Butter' has always been a great impersonator of butter and proud of it. Who better to star in the ads than the U.K.'s best impersonator? Jon and Ozzy make a great double act and their infectious personalities will have a great impact on consumers."

The new pack design features bold blue and yellow lettering and imagery and communicates the brand's new extra buttery taste.

Check out a photo of Ozzy and his impersonator at this location.

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