Unilever brand's new spray-bottle version of "I Can't Believe It's Not Butter" is busting out of traditional TV advertising with a humorous campaign - bot not on TV. Rather, four episodes, er… webisodes, appear on a dedicated website in the hopes that the campaign goes viral, the New York Times reports (via MediaBuyerPlanner).

"Classical advertising is not as effective and efficient as it has been in the past," said Javier Martin, who manages the brand at Unilever, "so we're looking for more innovative ways to reach our consumers."

Created by Byte Interactive and titled "Sprays of Her Life," the webisodes parody soap operas of old and are geared toward a target demographic of women age 35 and up. The webisodes will be pitched via email messages to consumers on mailing lists: "Romance. Passion. Deception. Vegetables. Watch things heat up when the refrigerator lights go down!"

"I Can't Believe It's Not Butter," leads the category, with dollar sales of $244.7 million in the year prior to July 10, according to Information Resources in Chicago, up 15.3 percent from a year ago.