{"id":20780,"date":"2026-10-13T15:11:32","date_gmt":"2026-10-13T19:11:32","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20780"},"modified":"2026-10-13T15:11:34","modified_gmt":"2026-10-13T19:11:34","slug":"americas-most-unlikely-life-coach-is-i-cant-believe-its-not-butters-new-mascot","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/americas-most-unlikely-life-coach-is-i-cant-believe-its-not-butters-new-mascot\/20780\/","title":{"rendered":"America\u2019s Most Unlikely Life Coach is I Can\u2019t Believe It\u2019s Not Butter\u2019s New Mascot"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The face of <a href=\"https:\/\/www.icantbelieveitsnotbutter.com\/en\" target=\"_blank\" rel=\"noopener\">I Can\u2019t Believe It\u2019s Not Butter!<\/a> may seem new to consumers, but few may realize just how long he\u2019s been a fixture in refrigerators everywhere.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">TUBZ, the brand\u2019s buttery spread mascot, spent the \u201890s riding a high momentum wave in the zeitgeist. Back then, he resided at the front of the refrigerator and was BFFs with legendary brand icon Fabio Lanzoni. As the decades changed and diet fads trended, TUBZ was gradually pushed further into the back of the fridge. As TUBZ tells it, he could have stayed in the back of the fridge forever occupying the same space as baking soda. But just as I Can\u2019t Believe It\u2019s Not Butter! reformulated as a nutrient-dense spread, TUBZ determined it was time for a transformation.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/10\/TUBZ_2.png\" alt=\"\" class=\"wp-image-23464\" style=\"aspect-ratio:0.8;width:1080px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Now, TUBZ is proudly at the front of the fridge again only this time he\u2019s back as more than a mascot. He\u2019s the author of \u201cLifting the Lid: The T.U.B.Z. Method for Unlocking Your Full Potential\u201d and embracing the title of self-help guru for those looking to unlock their potential within.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not every day you see a mascot become an author, so we were excited to chat with Gary Rizzo, Director of Marketing Excellence at <a href=\"https:\/\/www.florafoodgroup.com\/\" target=\"_blank\" rel=\"noopener\">Flora Food Group<\/a> and Cassy White, who not only portrays TUBZ but is also credited with creating the character. The pair sat down with me to discuss why TUBZ needed to be a real character (not animated or cartoonish), the TUBZ lore, and how meeting consumers today requires going a step beyond simply updating products.<\/p>\n\n\n\n<h2 id=\"h-how-did-i-can-t-believe-it-s-not-butter-decide-it-was-time-to-have-its-own-mascot\" class=\"wp-block-heading\"><strong>How did I Can\u2019t Believe It\u2019s Not Butter! decide it was time to have its own mascot?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Gary:<\/strong> TUBZ is our first original character built to live as an ongoing brand personality, not simply appear in a single campaign. We created him at a moment when I Can\u2019t Believe It\u2019s Not Butter! was entering a new chapter of its own. The product had changed from the inside out, so we imagined a character who had done the same. TUBZ gave us a funny, human way to tell a story about reinvention while building a personality and world that could keep evolving over time.<\/p>\n\n\n\n<h2 id=\"h-what-went-into-determining-tubz-the-mascot-would-be-a-person-in-a-i-can-t-believe-it-s-not-butter-costume-did-you-entertain-any-other-ideas-like-an-animated-tub-of-butter\" class=\"wp-block-heading\"><strong>What went into determining TUBZ the mascot would be a person in a I Can\u2019t Believe It\u2019s Not Butter! costume? Did you entertain any other ideas, like an animated tub of butter?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cassy:<\/strong> It was TUBZ or bust. We wanted a real, physical character who could interact awkwardly with coworkers, interview people on the street, perform onstage and exist in the same world as the audience.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/10\/TUBZ_3.png\" alt=\"\" class=\"wp-image-23465\" style=\"aspect-ratio:0.8;width:1080px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">An animated tub might have given us a visual asset, but having a person inside the character gave TUBZ spontaneity, comic imperfection, and the ability to build real relationships. From there, we developed his stream-of-consciousness voice and the recurring worlds where people could get to know him: the office, the stage, and his ongoing wellness journey.<\/p>\n\n\n\n<h2 id=\"h-walk-me-through-the-tubz-lore-how-does-a-campaign-featuring-a-mascot-writing-his-own-self-help-book-back-in-with-how-the-brand-hopes-to-connect-with-today-s-consumers\" class=\"wp-block-heading\"><strong>Walk me through the TUBZ lore. How does a campaign featuring a mascot writing his own self-help book back in with how the brand hopes to connect with today\u2019s consumers?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Gary:<\/strong> TUBZ had everything in the \u201990s: the front of the fridge, a famous best friend in Fabio and a place in American culture. Then tastes changed, butter had a renaissance, and TUBZ found himself pushed behind the condiments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We live in a culture that constantly tells people to reinvent themselves but then has an opinion the second they try. TUBZ took that tension personally. He looked honestly at what was inside, did the work, and wrote the book because he believes if a tub can change, anyone can. That journey mirrors the brand\u2019s own transformation but tells it as a story people can enjoy rather than a lecture from a food brand.<\/p>\n\n\n\n<h2 id=\"h-can-you-tell-us-a-bit-more-about-this-book\" class=\"wp-block-heading\"><strong>Can you tell us a bit more about this book?<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/10\/TUBZ_5.png\" alt=\"\" class=\"wp-image-23466\" style=\"aspect-ratio:0.8;width:1080px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cassy:<\/strong> The book introduces the four-step T.U.B.Z. Method for unlocking your full potential, based on TUBZ\u2019s journey from forgotten fridge resident to aspiring life coach. It combines surprisingly practical advice with exercises that are unmistakably TUBZ, from setting a daily \u201cLet It Go\u201d alarm to confronting what is really inside your own tub. It also expands the office, performance and wellness worlds fans have seen in his social content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">TUBZ developed the book with writer Ian Alda, who helped shape the manuscript while preserving TUBZ\u2019s very specific and occasionally unhinged voice.<\/p>\n\n\n\n<h2 id=\"h-a-lot-has-changed-since-the-1990s-including-various-dieting-fads-the-rise-of-social-media-platforms-and-even-glp-1s-with-tubz-as-the-new-mascot-how-is-i-can-t-believe-it-s-not-butter-leveling-up-to-embrace-the-current-landscape-and-meeting-consumers-where-they-are-today-nbsp\" class=\"wp-block-heading\"><strong>A lot has changed since the 1990s, including various dieting fads, the rise of social media platforms, and even GLP-1s. With TUBZ as the new mascot, how is I Can\u2019t Believe It\u2019s Not Butter! leveling up to embrace the current landscape and meeting consumers where they are today?&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Gary:<\/strong> Meeting consumers today requires more than updating a product. It also means changing how a legacy brand shows up. We reformulated I Can\u2019t Believe It\u2019s Not Butter! to deliver enhanced culinary performance and key nutrients, but we did not want to explain that transformation through traditional advertising alone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">TUBZ gives us an entertainment-first personality who can participate in social culture, interact with people in real time and earn attention before delivering the product story. Fabio provides the bridge to the brand\u2019s history, while TUBZ gives the next chapter its own voice.<\/p>\n\n\n\n<h2 id=\"h-what-s-next-for-tubz-post-self-help-book-book-tour-podcast-guest-commercials\" class=\"wp-block-heading\"><strong>What\u2019s next for TUBZ, post self-help book? Book tour? Podcast guest? Commercials?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cassy:<\/strong> TUBZ and Fabio celebrated the launch in New York City on September 23, meeting media, visiting editorial offices, and taking their reinvention story onto the NYC Ferry.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the book is not the end of the story. TUBZ is building a broader career as America\u2019s most unlikely life coach, so people should expect him to keep appearing in places where no one asked for advice but may receive it anyway. The ambition is to keep expanding his world through live appearances, social content and unexpected cultural moments. Because if a tub can reinvent itself, anyone can.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Image Credits: I Can\u2019t Believe It\u2019s Not Butter!<\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The face of I Can\u2019t Believe It\u2019s Not Butter! may seem new to consumers, but few may realize just how long he\u2019s been a fixture in refrigerators everywhere.<\/p>\n","protected":false},"author":7,"featured_media":20781,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20780","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>America\u2019s Most Unlikely Life Coach is I Can\u2019t 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