I Can't Believe It's Not Butter

I Can't Believe
It's Not Butter


In 2014, I Can't Believe It's Not Butter simplified their recipe to use only natural ingredients. While at Story Worldwide, I led the redesign for the website and created several microsites to aid the campaign. The site launched in tandem with Unilever's debut campaign for their first non-GMO product.


Site Design


Our Commitment - Microsite

"Our Commitment" explains why I Can't Believe It's Not Butter was moving to a non-GMO formula through an interactive journey. We took what was originally a long press release and converted it into a responsive microsite.


It's Time to Believe - Microsite (Pitch)

This concept was designed to be part of I Can't Believe It's Not Butter's new campaign called "It's Time To Believe".  Using a parallax microsite, we highlighted the new package design, formula, and recipes.



Agency - Story Worldwide
Creative Director - Heidi Waldusky
Sr. Art Director - Paul Ulloa
Copywriter - Beth Griffenhagen
UX - Graham Slick
Year - 2014