Culture

A Peanut Brand Just Killed Off Its 104-Year-Old Mascot And Now Its A Huge Meme

"Mr Peanut is dead. Eat the rich."

mr peanut dies reaction

American brands just love to do wildly dumb marketing stunts to try and generate some free advertising.

IHOP, a popular fast-food breakfast chain, managed to do it in 2018 by announcing a rebranding as IHOb to promote their new menu offering of burgers. Hell, even Popeye’s generated millions in free advertising for their chicken sandwich off just a single tweet.

So it’s really no surprise that another beloved American brand has tried their luck with a quirky little marketing stunt. Today, snack company Planters decided to kill off their beloved, 104-year-old mascot, Mr. Peanut. The geriatric nut was very easily recognisable with his Monopoly Man-esque top hat and classy little monocle.

Mr. Peanut drove the famous Nutmobile and was the face of a brand that sold his own kind to the masses. Which, honestly? Raises a few questions over the morality of the capitalistic nature of Planters and Mr. Peanut, but anyway. Today the Mr. Peanut Twitter account was renamed “The Estate of Mr. Peanut” as it announced the mascots fate.

“It is with heavy hearts that we confirm that Mr. Peanut has died at 104,” they tweeted. “In the ultimate selfless act, he sacrificed himself to save his friends when they needed him most.”

Video footage of the fateful moment was shared online, where Mr. Peanut and his friends crash while avoiding an animal on the road. Mr. Peanut sacrifices himself while hanging on a branch that’s about to fall under the weight of three people, and plummets down to the bottom of the pit. His fate is sealed when he falls on the Nutmobile and the entire thing explodes.

The Brands And The Public

Now, I give it about a week before Planters release some kind of roasted nut product and are like, “Haha jokes! Mr. Peanut survived the explosion and is more delicious than ever!” But unfortunately, in what is probably the most cursed aspect of Twitter, other brands have already started “paying their respects” to Mr. Peanut online.

This terrible trend of account managers talking to each other colloquially on brand accounts is taking over Twitter as #RIPeanut continues to trend. Brands have gone so far as to photoshop their products and mascots into memorial posts, in an attempt to capitalise on the conversation happening. And thanks, I absolutely hate it.

However, the general public seem to generally despise the elderly mascot, calling Mr. Peanut a capitalist who deserved what he got.

Others speculated over why Mr. Peanut was killed, claiming that his demise seemed a little too fishy.

As those with peanut allergies rejoice over the downfall of their number one enemy, all that the rest of us can do is ask that these brands stop. Please.