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


The title Bartholomew Richard Fitzgerald-Smythe would possibly elicit largely clean, confused stares, however the debonair legume higher referred to 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, nevertheless, 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 famous person Kobe Bryant, his daughter Gianna, and 7 others after they died abruptly in a helicopter crash.

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

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Editorial photograph

Now not a child nut, Mr. Peanut is again, prime 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 received’t draw comparisons to different standard, babified variations of popular characters.

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Earlier than (left) and after (proper).

The wordmark can also 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 components, whereas a darker and deeper blue will get launched to the model colour palette. Lastly, Planters can also 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 artistic concept 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 numerous sides of our beloved Mr. Peanut,” mentioned JB Hartford, artistic director at Jones Knowles Ritchie, in a press launch.

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

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