Planters unveils new look, brand message
Planters is taking on a whole new look.
The 115-year old snack brand announced recently that it would be refreshing its brand image, as well as dropping a campaign that spotlights how its products provide substance to nut-lovers.
In order to relay this message, the brand has launched its first illustrated spot, which highlights how its products can provide the fuel consumers need to accomplish what they need to do.
Also featured in the spot is a revamped version of Mr. Peanut. Although he is sporting the same look and feel of recent years, he now will emphasize how important it is to be making substantial choices in snacking and life, the company said.
“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,” Mike Pierantozzi, the executive creative director at VaynerMedia said. “So he’s 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 “a nut above” in how they snack, and in all they do.”
Accompanying this new brand message is a new look for the Planters products. There will be new photography that highlights the taste, texture and variety of flavors in its portfolio.
“Planters is a true American icon, connecting generations and providing real food satisfaction with substance. The creative idea behind the new brand identity, Substance with Swagger, is all about celebrating the brand’s straight-to-the-nut sensibility, debonair flare, and crave-worthy irresistibility,” JB Hartford, the creative director at Jones Knowles Ritchie said. “We’re thrilled to finally share with the world the many sides of our beloved Mr. Peanut.”