Planters Peanuts will be subjecting spokesnut Mr. Peanut to the whims of the public as the company celebrates the icons centennial. He's just the latest in fictional characters being dug up and recast or redesigned so as to appeal to the young generation while still maintaining the emotional connection older people have with the brand. This time, though, Planters is putting his redesign in the hands of the public. Visitors to the Planters website will be able to vote on the accessories the old nut will sport. They're not opening it up to true citizen-created-content but giving people a very limited set of tools with which to decide how the next incarnation of the nut will be shown. Once again, the people behind the move to embrace an old-fashioned campaign character spin it not as a lack of creativity but a realization that there might be something there to work with to create something new.Mr. Peanut turns 100 and is told to get a facelift
Planters Peanuts will be subjecting spokesnut Mr. Peanut to the whims of the public as the company celebrates the icons centennial. He's just the latest in fictional characters being dug up and recast or redesigned so as to appeal to the young generation while still maintaining the emotional connection older people have with the brand. This time, though, Planters is putting his redesign in the hands of the public. Visitors to the Planters website will be able to vote on the accessories the old nut will sport. They're not opening it up to true citizen-created-content but giving people a very limited set of tools with which to decide how the next incarnation of the nut will be shown. Once again, the people behind the move to embrace an old-fashioned campaign character spin it not as a lack of creativity but a realization that there might be something there to work with to create something new.Reader Comments
(Page 1)2. The bowtie will win, but he looks like a bad bachelorette-party stripper with it -- no shirt and pants, just a bowtie, gloves, and a hat -- enjoy, ladies. I think he needs a brushy moustache, but no option for it.
They should just go back to creepy 1929 Mr Peanut.
Posted at 5:18AM on Jul 13th 2006 by Textbook Case
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1. Once Planters gets its new mascot, I'm sure we'll be getting a faceful of their nut.
Posted at 11:45AM on Jul 12th 2006 by Smoodge