The 'I Can't Believe It's Not Butter' Ad Features a Wi-Fi Enabled Toaster
Hayley McGlone — July 20, 2016 — Pop Culture
References: adweek
The new 'I Can't Believe It's Not Butter' ad not only features its 90s campaign star Fabio, but a Wi-Fi enabled toaster. Fabio is seen using the first-of-its-kind toaster on a beach while reading '101 Things Successful People Do Before 5 am' and drinking coconut water.
Fabio showcases a piece of toast with his own likeness on it, one piece with "Fabio is Back," another with "He Is Still A Hunk" and a final piece that reads "He Made Me Say That." Inspiration for the ad is the pressure consumers feel to accomplish so much before 5 am. The Wi-Fi enabled toaster will be featured in other aspects of the ad campaign but is not currently for sale. The brand invested eight weeks into developing the toaster for the campaign and it has already printed over 1,500 images all to make breakfast more fun.
Fabio showcases a piece of toast with his own likeness on it, one piece with "Fabio is Back," another with "He Is Still A Hunk" and a final piece that reads "He Made Me Say That." Inspiration for the ad is the pressure consumers feel to accomplish so much before 5 am. The Wi-Fi enabled toaster will be featured in other aspects of the ad campaign but is not currently for sale. The brand invested eight weeks into developing the toaster for the campaign and it has already printed over 1,500 images all to make breakfast more fun.
Trend Themes
1. Connected Kitchen Appliances - The development of a Wi-Fi enabled toaster featuring printing capabilities presents new opportunities for connected kitchen appliances.
2. Personalized Food Products - The use of printed images on toast showcases the potential for personalized food products that could add value for consumers.
3. Humorous Marketing Campaigns - The playful tone of the ad campaign suggests potential for humorous marketing campaigns to capture and retain consumer attention.
Industry Implications
1. Kitchen Appliance Manufacturing - The development of Wi-Fi enabled toasters and other connected kitchen appliances presents opportunities for companies in the appliance manufacturing industry to innovate and differentiate their products.
2. Print and Imaging Services - The opportunity to print personalized images on food products could create a new market for print and imaging services companies to provide innovative solutions for food and beverage brands.
3. Food and Beverage Manufacturing - The potential to create personalized food products using printing technology presents opportunities for food and beverage manufacturers to differentiate their products and appeal to consumers seeking unique experiences.
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