Adweek iconAdweekSep 22, 2026

With a Self-Help Book, I Can’t Believe It’s Not Butter Aims to Inspire America

The '90s diet icon is entering its next chapter, led by new mascot Tubz (and a Fabio cameo).

With a Self-Help Book, I Can’t Believe It’s Not Butter Aims to Inspire America

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The '90s diet icon is entering its next chapter, led by new mascot Tubz (and a Fabio cameo).

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The '90s diet icon is entering its next chapter, led by new mascot Tubz (and a Fabio cameo).

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