Consumer Insights on Mr. Peanut Super Bowl Ad
Super Bowl ads are a high-stakes investment for any brand. At $5.6 million for 30 seconds, Planter’s agency took what some might consider a leap of faith when they made the decision to kill off their 104-year-old mascot, Mr. Peanut, in a fiery crash on January 22, 2020. The ad became a viral sensation with over 6 million views on YouTube and over 2 million views on Twitter.
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
Despite the fact that not everyone was convinced that the ad was in good taste, VaynerMedia, who is the agency behind the campaign revealed that social media’s emotional reaction to death was an important part of the campaign. They wanted the ad to strike an emotional tone that would set themselves apart from other brands in 2020. They created a compelling story through their clever use of Twitter, asking people to pay their respects using the hashtag #RIPeanut.
Not only people were saddened by his death but brands also mourned their dearly departed Mr. Peanut:
“Always classy, always crunchy, always cleaned up nicely. We’ll miss him!” tweeted Mr. Clean.
“We, too, would sacrifice it all for the nut,”
Advertising Win or Total Fail?
There are two positions consumers can take. Either they really don’t care about Mr. Peanut and his demise, or they are unhappy that the company ditched “their” mascot in this brutal fashion.
We used the Alpha platform to get consumer insights and find out if this ad was the perfect Super Bowl set up or total fail.
According to survey responses, people actually liked the ad. Of the people we asked, 44% had a positive reaction. Not only that but over 60% are truly interested in what happens to the monocle-wearing top-hat-sporting mascot. Kraft foods made a big bet on using death as a key element in their ad campaign and so far it’s not a total fail.
Do We Care About What Happens Next to Mr. Peanut?
These are some of the consumer insights that we collected:
- Mr peanut is an iconic character and this ad has gotten my interest in seeing what happens next.
- Mr. Peanut has been around for a long time! I want to know if he died or is going to be okay.
- Everyone loves seeing the characters of popular brands on commercials, and that’s what the super bowl is for!
- Anticipation of what’s going to happen to Mr. Peanut.
As a marketer I was intrigued by the ad strategy of trying to both emotionally move and entertain consumers, while keeping them engaged with the brand. Not only was this a Super Bowl stunt a great set up for a future ad, which 55% of the consumers we talked to agreed with, but the brand fulfilled a legitimate need to retire its icon.
Mr. Peanut went ‘splat’ in the name of marketing but his death was not in vain according to our consumer insights.
- Brands have to stay up with the times and if rebranding helps then they should do it
- Actually if they are rebranding then it’s a good way
- This is an entertaining and clever way to rebrand such a well known brand
- its completely unique into itself and not been done before that I know of
- New and different way, I don’t think other brands have done this before
- It definitely grabs your attention and has a more modern look and feel
Over the years there have been many successes and failures of Super Bowl ads. Too sad, too boring, over the top and more. Finding the right mix of emotion and excitement is hard. Planters has managed to drum up excitement by killing off one of their own! All I can say is wow, game on.