Peruvians love their football but they also demand the best from their players. To help improve the stock of Peru's goalkeepers, local dairy products company Laive is on the search for the country’s worst ‘butter fingers’ soccer goalkeepers.
Teaming with J. Walter Thompson, Laive is asking consumers to help them find the worst goalkeepers – those who just can’t keep a grip on the ball – and plan to take the bottom of the butter churn, so to speak, to the World Cup in Russia to learn from the best.
A new TV spot is helping spot those keepers and get the word out about the campaign. In the spot, we see a mother figure cooking in the kitchen saying how butter makes everything better, from corn and bread to cakes and dishes. But, she adds, it’s not good for goalkeepers. We then see a montage of amateur goalies letting easy saves slip through their inept fingers.
The film then asks people to send video bloopers of terrible goalkeepers they have seen to a dedicated website so they can judge which ‘butter fingers’ players will make it to Russia 2018 to learn how to save a goal.
This spot is part of an integrated campaign which includes TV, digital and out of home (OOH), and marks a new point for the 105-year-old company.
“The ‘Butter Fingers’ campaign marks a communicational milestone in the brand’s history, choosing a different tone and freeing itself from the classic creativity linked to our breakfast, to take ownership of an unexplored field for a dairy products brand and using a very strong insight among football soccer fans,” said Henry Trou, marketing manager at Laive.
Diego Livanchoff, creative vice president at J. Walter Thompson Peru, added: “This campaign leaves behind common prejudices of dairy products. The creativity leaves the kitchen and the ‘happy product consumption’ format, to get inside a football field. We capitalized an insight deeply attached to the soccer culture which is the ‘Butter Fingers’ goalkeeper nickname and aligned it with the brand claim which is ‘Everything gets better with Laive butter’ in a story that uses humor."