Branding
Wednesday May 19, 2021 By David Quintanilla
No Babysitter Needed For Planters’ Mascot In JKR-led Brand Refresh | Dieline


The identify Bartholomew Richard Fitzgerald-Smythe may elicit largely clean, confused stares, however the debonair legume higher generally known as Mr. Peanut has been the monocled mascot for nut and snack model Planters for 105 years. 

In 2020, the model deliberate an audacious promoting marketing campaign that began with the centenarian Mr. Peanut sacrificing his life to avoid wasting others, then loads of paid promotion throughout all media, resulting in a funeral for the mascot throughout a Tremendous Bowl advert with him getting reborn as a child peanut. Planter’s demise of a sales-nut marketing campaign was abruptly derailed in early 2020, nonetheless, when tweets from celebrities reacting to Mr. Peanut’s stunt demise started displaying up alongside reactions to the precise tragic and real-life demise of basketball celebrity Kobe Bryant, his daughter Gianna, and 7 others once they died instantly in a helicopter crash.

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This 12 months, Planters is taking a unique however nonetheless daring method to its newest model refresh, working with the gifted of us at Jones Knowles Ritchie

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Not a child nut, Mr. Peanut is again, high hat, cane, and all, with a extra flat look. The refresh to the mascot’s look isn’t as daring as final 12 months’s, however it additionally gained’t draw comparisons to different common, babified variations of popular characters.

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Earlier than (left) and after (proper).

The wordmark can be up to date, tightening the main target and bringing it nearer to the viewer. Up to date packaging options luxurious and tempting new images of nuts and different elements, whereas a darker and deeper blue will get launched to the model shade palette. Lastly, Planters can be highlighting its product as a plant-based supply of protein on the packaging and promoting.

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Earlier than (left) and after (proper).
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“Planters is a real American icon, connecting generations and offering actual meals satisfaction with substance. The inventive thought behind the brand new model id, Substance with Swagger, is all about celebrating the model’s straight-to-the-nut sensibility, debonair flare, and crave-worthy irresistibility. We’re thrilled to lastly share with the world the various sides of our beloved Mr. Peanut,” mentioned JB Hartford, inventive director at Jones Knowles Ritchie, in a press launch.

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The model refresh supplies a delicate visible replace whereas retaining mascot Mr. Peanut’s core traits like being sassy whereas dressed-to-the-nines and reminding customers that peanuts present a variety of plant-based protein.

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