Recently on Twitter, an advertisement went viral. In it, the long-time mascot Mr. Peanut (pictured above) nobly sacrificed himself to save his two travel companions. Mr. Peanut can be recognized the world over for his eccentric top hat, cane and monocle. He was 104, and by all accounts, in amazing shape considering his age.
The timing of his death is notable. It was just days before the American Super Bowl, a football game that is known to draw huge ratings and, therefore, lavish advertisements. The Super Bowl is also famous for the ritual of consuming huge amounts of junk food.
The mascot is owned by Planters, a multinational company that produces a popular line of salted peanuts. Since the ad, there has been much speculation about what the company plans to do in order to continue the legacy.
From a business perspective, the death has resulted in wide-spread viral marketing success. The ad has been viewed millions of times on YouTube and other social media, resulting in a spike in attention towards the simple snack. But, at what cost?