Shell-shocked brands mourn the death of Mr. Peanut

On Wednesday, Planters confirmed it has indeed killed off its spokesnut, the 104-year-old, monocle-wearing Mr. Peanut, and will be airing a funeral for the legume in the third quarter of the Super Bowl. The nut met his crushing demise while saving the lives of his friends (Wesley Snipes and Matt Walsh) in a pregame ad. On social, Mr. Peanut’s Twitter account (changed to The Estate of Mr.Peanut) tweeted out a loving tribute for the nut, encouraging people to “pay their respects” with the hashtag #RIPeanut. Brands, along with the public, were shell-shocked. Competitors in the snack world like Snickers and Oreo shared remarks, as well as TV shows like "The Late Show" and "Jeopardy." By the afternoon, #RIPeanut was trending on Twitter with more than 15,000 tweets. Cue the puns: “Rest in Peanuts;” “He shell be missed;” “A nutty end.” It’s not the first brand to bring the theme of death to the Super Bowl. Last year, Bud Light killed off its Bud Knight, and later revived him. While AB InBev was able to pull that off, not all brands have had the best reception to a morbid theme. After all, the Big Game is generally a time for celebration. In 2014, Nationwide aired a commercial portraying the death of a young boy from a preventable injury. It sparked backlash and was critiqued for using a boy’s death to sell insurance. Regardless of whether this will be the final time we’ll be seeing Mr.Peanut, he’s certainly getting a nice send-off, and Planters is getting plenty of publicity ahead of its Super Bowl spot. Always classy, always crunchy, always cleaned up nicely. We'll miss him! #RIPeanut pic.twitter.com/wtNQrFerBF— Mr. Clean (@RealMrClean) January 22, 2020 We, too, would sacrifice it all for the nut #RIPeanut (a real one).— SNICKERS (@SNICKERS) January 22, 2020 Crunchy, smooth, chunky––you were always the best snack buddy. #RIPeanut https://t.co/VWiBu8oOQI— RITZ Crackers (@Ritzcrackers) January 22, 2020 #RIPeanut pic.twitter.com/n8bMEgWoR7— REESE'S (@reeses) January 22, 2020 Help us give a 21 dunk salute to our nutty and sweet friend #RIPeanut⚫️🥛 https://t.co/XdG0MoRUCr— OREO Cookie (@Oreo) January 22, 2020 Today, we're pouring one out for Mr. Peanut#RIPeanut— Buffalo Wild Wings (@BWWings) January 22, 2020 Thoughts and pizzas. #RIPeanut https://t.co/eCCojdBN8m— Chuck E. Cheese (@ChuckECheese) January 22, 2020 This is sad to hear. We've known (or consumed) millions of @MrPeanut's family and friends over the years. We are thinking of them at this time. #RIPeanut https://t.co/QYdaTEFJD5— Texas Roadhouse (@texasroadhouse) January 22, 2020 RIP Mr. Peanut who was a splendid source of protein to vegans everywhere.#RIPeanut 🥜🧐 https://t.co/YS9IImRxlW— PETA (@peta) January 22, 2020 He may have been completely nuts, but he died a hero. #RIPeanut https://t.co/3wdxokAUHk— Jeopardy! (@Jeopardy) January 22, 2020 We can't believe @MrPeanut is gone. He was such a joy to work with. #RIPeanut pic.twitter.com/B5Z5wOehAe— The Late Show (@colbertlateshow) January 22, 2020 sending thoughts & prayers to mr peanuts family if he has a family im not actually sure https://t.co/UkaJinOhc7— BoJack Horseman (@BoJackHorseman) January 22, 2020 Join Ad Age on Jan. 28 as we bring together some of the top brands, agencies and creatives, including Hyundai, BBDO, Sabra hummus, Madonna Badger, Pop-Tarts and WeatherTech, to discuss what it takes to pull off a Super Bowl commercial.

Shell-shocked brands mourn the death of Mr. Peanut

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