I cant believe its not art refers to the popular childhood game with daisies in which we fervently try to decide through a ritual of petal picking whether somebodys feelings are in or against our favor. She loves me, she loves me not cannot be decided by wishful thinking unless it is whimsical to begin with. However, the ritual follows a function: it marks our courting and tries to raise our odds the more so as performed in front of the adored.
I cant believe its not butter is the name of a well-known American brand. To extend the phrase into the field of arts expands the play with daisies into the realm of words. Branding, it shows, is not just a challenging task for companies, but artists as well, see Damien Hirst, Jeff Koons, Andy Warhol, Naomi Klein, etc.