Planters Honors Mr. Peanut's 'Death' With Commemorative Pin and Product Packaging
We had already found ourselves pretty pumped about Super Bowl LIV thanks to wondering if the Kansas City Chiefs will end their 50-year title drought or if the San Francisco 49ers will become the third franchise to win the Lombardi Trophy six times. Planters, though, will be shelling out big bucks next Sunday to advertise the supposed death of Mr. Peanut, its longtime mascot, with a commemorative pin and product packaging highlighting the company’s promotional look at his legacy.
It is with heavy hearts that we confirm that Mr. Peanut has died at 104. In the ultimate selfless act, he sacrificed himself to save his friends when they needed him most. Please pay your respects with #RIPeanut pic.twitter.com/VFnEFod4Zp
— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020
The lovable legume reportedly perished in a spot that Planters debuted Tuesday via Twitter. His assumed demise has sparked immense curiosity among nut aficionados, with that throng learning that the character, who enjoyed a 104-year stint as the face of the brand, will have his funeral aired during the third quarter of the Feb. 2 title game. While the visual media aspect of the “passing” (Yes, we refuse to believe that Planters would kill off its anthropomorphic moneymaker) will no doubt inspire many conversations on social media that night and at water coolers the next day, we feel more drawn to the promotional elements of the company's tribute to the centenarian.
— The Estate of Mr. Peanut (@MrPeanut) January 23, 2020
According to Ad Age and Today, Planters will be addressing the loss of Mr. Peanut through character-driven packaging that chronicles his appearance from his 1916 inception until now and via commemorative pins. The latter items will go toward anyone who spots a Nutmobile, with three of the vehicles making their way across the U.S. through the day of the big game.
Given that many promo efforts, including ones involving travel, have restricted their scope to large cities or bustling locations, we hope that “circling the country,” which is what Today said the Nutmobiles are doing, is accurate. With respect to the pins, we suspect that they will be sizable and that they will be in abundance in Miami, the site of the Super Bowl matchup. We also feel that they will be pretty impressive examples of branding pride, especially since Planters is again planting itself among the contenders for Super Bowl viewers’ attention, with last year having marked the end of an 11-year advertising hiatus.
— Kemi! 📺 #VBstrong (@Kemi_VB) January 23, 2020
As for the overall interest that the Mr. Peanut matter has generated, we wonder if the marketing campaign that will surely see the character resurrected will lead to more promotional products. After all, Planters is not paying peanuts to Fox to air the funeral, and if the company has a great new means to promote its goods, it’s natural for us to think it will want to supplement the publicity with Mr. Peanut as the centerpiece.