"The Butter Compartment" from I Can't Believe It's Not Butter!

A study in consistency ?

Source: YouTube.com

Oh boy … file this one under “creative.”

The iconic brand “I Can’t Believe It’s Not Butter” just last week launched a series of videos under “The Butter Compartment” with short spots that show what happens inside your fridge when you close the door. Evidently there’s a lot going on in “The Butter Compartment.” Hmmm.

Note the “Notflix and Grill” mention. Hmmm.

I’m just imagining everyone’s reaction to all of that but keep this in mind … this brand has a very unique tone and personality and in my book this new video series is merely a continuation of that. Good branding means a consistent delivery of tone, personality, and messaging. It’s here in this campaign. The brand has done this kind of “thing” before so it must work … been around a long time!

What’s your experience? JIM

Note: I do believe that this is the first time in over a dozen years that I have written about this brand. Yikes!