OK, bad grammer but the title is an excuse for a pun on the marketing failure of the brand ‘I can’t believe it’s not butter’. They have produced a series of iPhone ads linking to a non-mobile optimised site. The banners were placed in the app What To Expect, and links to their standard, multi-column formatted website. iPhone users would have to zoom in to read the text. It seems that some brands still don’t get the point of optimising for mobile.