‘Lifting the Lid: The T.U.B.Z. Method for Unlocking Your Full Potential’ is available starting Sept. 22

NEED TO KNOW

• Fabio Lanzoni has reunited with I Can’t Believe It’s Not Butter for an all-new campaign
• The model wrote the foreword for the brand mascot TUBZ’s self-help book about confidence and reinvention
• Fabio emphasizes staying true to yourself as key to unlocking your full potential in life

Over 30 years after first becoming the face of I Can’t Believe It’s Not Butter, iconic model Fabio Lanzoni has once again reunited with the brand for an all-new iteration of the popular campaign.

Lanzoni, who first became a celebrity spokesperson for the brand in 1994 with a string of hit TV commercials, has penned a foreword for the new self-help book, Lifting the Lid: The T.U.B.Z. Method for Unlocking Your Full Potential, from the I Can’t Believe It’s Not Butter mascot, TUBZ. Available starting Tuesday, Sept. 22, the book has one mission: “to help people reinvent themselves,” according to a press release.

Per the brand, “TUBZ’s new book walks readers through the T.U.B.Z. Method™ (patent rejected; application resubmitted) — a four-step framework for personal transformation built on a simple belief: everyone is carrying their own tub, full of their own ingredients and potential. TUBZ wants to give the world permission to lift the lid and take a look inside.”

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Given Lanzoni’s history with not only the margarine, but with books, having been the popular in-demand cover model for hundreds of romance novels, it only made sense for him to say yes to participating here. 

“I Can’t Believe It’s Not Butter has been like a family to me. We’ve been doing this on and off for so many years. We started doing the campaign in ‘94 … and they’ve always been great to me,” the model, 67, tells PEOPLE, adding, “So when they called me and they asked me to join the team again, I was like, ‘Yeah, for sure.’ I’ve always had a great relationship with the brand.”

He adds, “I feel very lucky to work with the brand because we have a great understanding and they always come out with great ideas.”

When it comes to the foreword, which speaks to the importance of self-confidence and reinventing oneself, it’s a message that Lanzoni strongly believes in. “Life is a journey and you grow, I believe, mentally and spiritually — and it’s always to reinvent yourself,” he tells PEOPLE. 

While he believes in evolving, especially as one goes through life, Lanzoni also says that “it’s very important to stay true to yourself because you can only be the best of yourself in life.” He adds, “That is the most important thing.”

To maximize one’s potential, he says that it’s best “always to be yourself,” stressing that that’s when “you’re going to be your full potential, you’re going to be 100% yourself.”  

Ahead of Lifting the Lid: The T.U.B.Z. Method for Unlocking Your Full Potential‘s debut, PEOPLE has an exclusive look at Lanzoni’s foreword. Read the model’s introduction below. 

Hello. It is me. Fabio. Yes, the Fabio.

Books are how many people first came to know me. My image appeared on the covers of more romance novels than I can count, so being on the front of a book again feels familiar. This time, however, the spotlight belongs to my friend TUBZ.

In 1994, I became the spokesman for I Can’t Believe It’s Not Butter!® It became an unforgettable part of my career and, over the years, part of American pop culture. So, when I heard that TUBZ was writing a book, naturally I was curious.

However, I was not surprised. TUBZ has always had something to say. Now he has an entire book to say it.

His book is about change, confidence and believing in yourself even when other people may not see what you see. That is something I understand. Reinventing yourself does not mean becoming someone else. Sometimes it means having the confidence to become more of who you already are.

I have been fortunate in my life. My career has taken me from Milan to New York and around the world. People may have first noticed the hair, the muscles and the romance covers, but staying true to yourself is what gives any career longevity.

And if I were not Fabio? This is exactly the kind of book I would pick up.

So, turn the page. Enjoy yourself. And remember, a little transformation can be a very beautiful thing.

I am proud to introduce you to TUBZ.

Lifting the Lid: The T.U.B.Z. Method for Unlocking Your Full Potential is available on Amazon for $4.60 starting Tuesday, Sept. 22. For more information, visit icantbelieveitsnotbutter.com or follow the brand on Instagram and TikTok at @icantbelieveitsnotbutter.

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