Lurpak brand ambassador Douglas the Butterman has melted into marketing history.
The trombone-playing figure has been axed by Arla in favour of a new campaign that aims to play on the number one butter brand’s Scandinavian heritage.
The first of three new ads filmed in Norway and Los Angeles hits screens this month. They have been put together by Hollywood’s Harald Zwart, of Agent Cody Banks fame, who grew up in Norway.
They will include treatments for original Lurpak block butter, Lurpak Spreadable and Lurpak Lighter, while print ads will support the whole range, including Lurpak with Crushed Garlic, to complete the £6.3m push, set to run for the year.
Senior brand manager Rebecca Allison said: “The time is right for a fresh approach reflecting the innovations that have taken place.”
Douglas’ demise is unlikely to trigger much grief among consumers. The character struggled to achieve the same level of endearment as iconic ad legends such as the PG Chimps or Tetley’s Tea Folk. In fact, Douglas was often portrayed as annoying, forcing voiceover queen Penelope Keith to keep him in line.