The Art of the Iconic Brand Flex [Video]

If you didn’t care about Mr. Peanut in life but you’re highly opinionated on the matter of his death, you’re definitely not alone.

The monocled mascot was abruptly announced as deceased this week by his employer, Planters, after a Super Bowl ad teaser from agency VaynerMedia showed him plunging to his doom. Within an hour of the announcement via Twitter, #RIPeanut was a trending topic on Twitter, and the buzz only grew from there.

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

For those in marketing, the rapid and surprisingly impassioned response to a relatively workaday brand was reminiscent of IHOP’s megaviral name change to IHObin 2018. Also announced with a tweet, the move initially sparked widespread …

Tags Twitter Engagement