{"id":19663,"date":"2021-05-24T20:35:00","date_gmt":"2021-05-25T00:35:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19663"},"modified":"2026-09-15T20:36:41","modified_gmt":"2026-09-16T00:36:41","slug":"mr-peanuts-new-design-highlights-the-mascot-at-his-best-in-over-100-years","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/mr-peanuts-new-design-highlights-the-mascot-at-his-best-in-over-100-years\/19663\/","title":{"rendered":"Mr. Peanut\u2019s New Design Highlights the Mascot at His Best in Over 100 Years"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In all my years spent writing about Mr. Peanut, the dapper legume brand mascot for Planters, I have never seen his character look so debonair as he does now.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/05\/Mr_Peanut_Before_After-1.png\" alt=\"\" class=\"wp-image-13210\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The 115-year-old snack brand recently received a refresh courtesy of the creatives at <a href=\"https:\/\/jkrglobal.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jones Knowles Ritchie<\/a>. Mr. Peanut\u2019s new look is full of charming details. From a gloved hand to a rarely seen signature, the latest iteration of Mr. Peanut pays tribute to over one hundred years of design.<\/p>\n\n\n\n<h3 id=\"h-back-with-a-bit-more-substance\" class=\"wp-block-heading\"><strong>Back With a Bit More Substance<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/05\/Mr_Peanut_Inspector-2.png\" alt=\"\" class=\"wp-image-13221\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The 2020s started out on a more somber note for Mr. Peanut. You may recall he \u201cdied\u201d <a href=\"https:\/\/popicon.life\/ripeanut-mr-peanut-heroically-sacrifices-life-for-friends-before-super-bowl-liv\/\" target=\"_blank\" rel=\"noreferrer noopener\">(#RIPeanut<\/a>) prior to Super Bowl LIV in 2020. The legume was reincarnated as Baby Nut in a Super Bowl spot. He grew up rather quickly, turning 21 in August (<a href=\"https:\/\/popicon.life\/mr-peanut-peanut-jr\/\">Peanut Jr.<\/a>) and <a href=\"https:\/\/popicon.life\/peanut-jr-bart-planters\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bart during the 2020 holiday season<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By January 2021, Mr. Peanut \u2014 all dressed up in his <a href=\"https:\/\/popicon.life\/mr-peanut-super-bowl\/\" target=\"_blank\" rel=\"noreferrer noopener\">signature spats and monocle<\/a> \u2014 made his debut back into the spotlight. This time, his return pairs substance with swagger.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/05\/Mr_Peanut_Roles-1.png\" alt=\"\" class=\"wp-image-13216\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Mike Pierantozzi is the Executive Creative Director at VaynerMedia, which is working with Planters to launch this new creative campaign.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;When we brought back Mr. Peanut after he sacrificed himself during the 2020 Super Bowl, we wanted to make sure he came back both as the Mr. Peanut we all know and loved, but also that he had evolved in his year growing up for the second time. So, he\u2019s back, but with a bit more substance, a bit more swagger, a new, more elevated look, and a new message that encourages people to be \u2018a nut above\u2019 in how they snack, and in all they do,\u201d Pierantozzi says.<\/p>\n\n\n\n<h3 id=\"h-the-many-sides-of-mr-peanut\" class=\"wp-block-heading\"><strong>The Many Sides of Mr. Peanut<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/05\/mr_peanut_timeline.jpeg\" alt=\"\" class=\"wp-image-13213\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ever since J. Walter Thompson helped polish up Antonio Gentile\u2019s sketch of a peanut as a potential mascot for Planters, audiences have been <a href=\"https:\/\/www.advertisingweek360.com\/design-evolution-mr-peanut\/\" target=\"_blank\" rel=\"noreferrer noopener\">nuts for Mr. Peanut<\/a>. His likeness has been seen on billboards, TV commercials, packaging, and as the star attraction at New York World\u2019s Fair in 1961.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/05\/Planters_Family_Shot.png\" alt=\"\" class=\"wp-image-13220\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Speaking of packaging, JKR also worked on the packaging refresh for Planters. New photography highlights the incredible taste, texture, and variety of Planters nut flavors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Look closely and you\u2019ll notice Mr. Peanut is playing a new role on every pack. (Sometimes emphasizing how spicy certain Planters nuts are for legume enthusiasts!)<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/05\/Planters_Dry_Roasted-1.png\" alt=\"\" class=\"wp-image-13217\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Doubting whether Planters nuts are fully roasted or not? Check for Mr. Peanut\u2019s signature. His certification is an extra bit of design detail that ensures all Planters nuts are 100% roasted and 0% fried.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe creative idea behind the new brand identity, Substance with Swagger, is all about celebrating the brand\u2019s straight-to-the-nut sensibility, debonair flare, and crave-worthy irresistibility,\u201d says JB Hartford, Creative Director at Jones Knowles Ritchie (JKR). \u201cWe\u2019re thrilled to finally share with the world the many sides of our beloved Mr. Peanut.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In all my years spent writing about Mr. Peanut, the dapper legume brand mascot for Planters, I have never seen his character look so debonair as he does now.<\/p>\n","protected":false},"author":26,"featured_media":19664,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19663","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Mr. Peanut\u2019s New Design Highlights the Mascot at His Best in Over 100 Years | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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