I Can't Believe It's Not Butter - #NotButterSummer

GLOW was propositioned to make I Can't Believe It's Not Butter spray - Upfield’s highest performing product in the portfolio - have its best summer ever. We highlighted our grilling season star with over-the-top perfume and cologne ads and hosted a giveaway of the biggest tub of ICBINB ever. The campaign turned Hot Girl Summer into #NotButterSummer, resulting in one of the best performing and social-first campaigns in company history.