The death of Mr. Peanut is yet another absurd moment in Brand Twitter history
Photo: YouTube Here’s a lesson one brand is learning this week: Basing a Super Bowl ad campaign around the idea of a pop-culture celebrity death is a risky idea. Last week, Planters unveiled an ad in which its mascot, Mr. Peanut, sacrifices his own life to save his commercial co-stars Matt Walsh and Wesley Snipes. It’s an incredibly weird spot that kicked off Planters’ Super Bowl ad campaign, which went around Twitter and sparked reactions from brands and non-brands alike.
Speaking to CNBC last week, Mike Pierantozzi from VaynerMedia, the agency behind the campaign, said it was inspired by the internet’s response to the death of Iron Man. “When Iron Man died, we saw an incredible reaction on Twitter and on social media. It’s such a strange phenomenon,” he said. “We did the unthinkable: we created a program and an idea where Mr.
Photo: Twitter According to Ad Age, Planters has — at least for now — paused its #RIPPeanut campaign. In a statement, the brand said, “We are saddened by this weekend’s news and Planters has paused all campaign activities, including paid media, and will evaluate next steps through a lens of sensitivity to those impacted by this tragedy.
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