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Library/Campaign/Death of Mr. Peanut
Grade B26 sourcesHIS-01603

Death of Mr. Peanut

Campaign · 2020 · Notable

46Editable slideCertificate

Planters killed its 104-year-old mascot, then brought him back as Baby Nut.

Mr. Peanut

@MrPeanut · Jan 22, 2020

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

104.9K7.9K
Original · Planters / VaynerMedia

Mr. Peanut

@MrPeanut · Jan 14, 2020

Next week, @mrmattwalsh and I are going on a road trip to the Big Game in Miami! We’re just dying to hit the road. Follow our adventure on Twitter and see it all unfold on 2/2/20!

26237
Post · @MrPeanut on X

Nesquik

@Nesquik · Jan 22, 2020

RIP to a real one 🙏 #RIPeanut

1.5K7
Post · @Nesquik on X

SNICKERS

@SNICKERS · Jan 22, 2020

We, too, would sacrifice it all for the nut #RIPeanut (a real one).

18.9K188
Post · @SNICKERS on X

OREO Cookie

@Oreo · Jan 22, 2020

Help us give a 21 dunk salute to our nutty and sweet friend #RIPeanut ⚫️ 🥛

Mr. Peanut@MrPeanut

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

2.1K24
Post · @Oreo on X

BoJack Horseman

@BoJackHorseman · Jan 22, 2020

sending thoughts & prayers to mr peanuts family if he has a family im not actually sure

Mr. Peanut@MrPeanut

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

8.9K42
Post · @BoJackHorseman on X

Mr. Peanut

@MrPeanut · Feb 3, 2020

Hello world, I’m happy to be back! I can’t believe everyone came together for little old me! #BabyNut

45.8K1.7K
Post · @MrPeanut on X

Mr. Peanut

@MrPeanut · Jan 22, 2020

We’re devastated to confirm that Mr. Peanut is gone. He died doing what he did best – having people’s backs when they needed him most. #RIPeanut

40.4K1.7K
Post · @MrPeanut on X
Clip · Mr. Peanut on YouTube
Clip · Mr. Peanut on YouTube
We’re devastated to confirm that Mr. Peanut is gone. He died doing what he did best – having people’s backs when they needed him most. #RIPeanut
@MrPeanut on X
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…
@MrPeanut on X
Official licensed Baby Nut vinyl figure holding a stuffed animal.
Youtooz / Planters
Next week, @mrmattwalsh and I are going on a road trip to the Big Game in Miami! We’re just dying to hit the road. Follow our adventure on Twitter and see it all unfold on 2/2/20!
@MrPeanut on X
90th Annual Macy's Thanksgiving Day Parade
TIME
Mr. Peanut is dead for some reason | CNN Business
CNN
baby-nut-memes
TIME
Road Trip | Planters | 2020 Big Game Commercial
Mr. Peanut on YouTube
Tribute | Planters | 2020 Big Game Commercial
Mr. Peanut on YouTube
Hello world, I’m happy to be back! I can’t believe everyone came together for little old me! #BabyNut
@MrPeanut on X
Super Bowl Ad Campaign Featuring Mr. Peanut's Death Suspended Following Kobe Bryant Tragedy
TheWrap

Spread Score

How it works
Reach70Contagion25Breadth40Velocity65Longevity1246

Numbers

Agency-reported campaign impressions; range across entries
11B–11.4B
Self-reported · The Caples Awards / VaynerMedia entry
Seed to peak proxy
4 weeks
Jan 22 ’20 to Feb 19 ’20
Platforms
5
Started on X
Origin
Mixed
Food & beverage

Mechanics

  • TransgressionPrimary
  • Brand pile-on
  • Press loop
  • Controversy
  • Mascot persona

How it spread

Trace the origin

Planters announced Mr. Peanut's death and drew brand tributes. It paused paid promotion after Kobe Bryant's death, then revealed Baby Nut at the Super Bowl. Twitter suspended three brand-created meme accounts.

Proxy date; not a directly measured attention peak.

Jan ’20FebMarMayJulSepNovJan ’21XPressRetailTVOpen web
XPressRetailTVOpen web

13 more events on this chart

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Timeline (16)

  1. January 2020

    @MrPeanut precursor · Jan 14 ’20

    Mr. Peanut announced a Super Bowl road trip with Matt Walsh and told fans to follow it on Twitter.[1]

    Next week, @mrmattwalsh and I are going on a road trip to the Big Game in Miami! We’re just dying to hit the road. Follow our adventure on Twitter and see it all unfold on 2/2/20!
    Open the first post ↗

  2. @MrPeanut seed · Jan 22 ’20

    Planters announced Mr. Peanut’s death and asked people to pay respects with #RIPeanut.[2][3][4][5]

    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…

  3. TIME press · Jan 22 ’20

    TIME covered the death stunt and the brand tributes on Twitter.[5][6]

    Mr. Peanut is dead for some reason | CNN Business

  1. owner response · Jan 22 ’20

  2. owner response · Jan 23 ’20

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Why it worked

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Origin
Mixed
Sector
Food & beverage
Region
US
Agency-reported campaign impressions; range across entries
11B–11.4B
Self-reported · The Caples Awards / VaynerMedia entry
Evidence
Grade B

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