A Fatal Nut Allergy Kills A Brand

Planters, perhaps the most well known nut company in America, maybe the world, is 100% NUTS! No, I am not talking about the snack that millions eat daily, I am referring to their crazy idea of changing their brand’s visual identity.

Planters has developed what I believe to be a fatal nut allergy to Mr. Peanut and is killing this iconic symbol of their brand, a symbol that has become synonymous with the brand for 104 years.

Yes, on Super Bowl Sunday, Planters will kill their legendary nut pimp in front of millions. Tap below to see his death now.

“Slow your roll Moskowitz, why should I care about the death of this nut job?” Glad you were thinking that thought, if not, I am glad to have planted it in your head.

Businesses sometimes go out of their way to fix things that ain’t broke, and sometimes those fixes do more than fix, they ‘F’ them! F as in failure people.

I doubt Planters developed this fatal nut allergy after years of exposure to Mr. Peanut. It’s more likely some young nut job at their AOR (agency of record) seeking to make a name for themselves, sold them on killing off this monocled, stovepipe hat wearing legend because they think it’s irrelevant to today’s audience and a new mascot would usher in the next generation of consumers. 

What other brands have made similar mistakes? Lots of them. In the end I think Planters will find a cure for this problem. Trust me, this is a temporary nut allergy.

Killing Mr. Peanut is akin to Budweiser euthanizing those regal Clydesdales, it’s beyond dumb, it’s just plain nuts. Though I prefer mine lightly salted.