I was amused to read Iain Murray’s character assassination of poor old Mr Peanut (MW April 1).
In the UK, Mr Peanut spent many years relegated to a footnote on the Planters brand. But he’s a strong personality. Any brand with such a distinguished and tenacious visual asset has cause to celebrate. In the case of Planters, it was potential waiting to be realised. We found that consumers in the UK remembered Mr Peanut with fondness, so we gave him back the limelight, and it’s done wonders for the health of the brand!
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