Planters Kills off Mr. Peanut in Super Bowl Ad, Twitter Pays Tribute

Tragic news as Mr. Peanut, the popular mascot for Planters, has died at the age of 104. He died from "natural causes," which in the advertising world is code for "because we tried to go viral."

And go viral did the new ad campaign for Planters in the leadup to Super Bowl LIV, with Mr. Peanut's Twitter handle tweeting out, "It is with heavy hearts that we confirm that Mr. Peanut has died at 104. In the ultimate selfless act, he sacrificed himself to save his friends when they needed him most. Please pay your respects with #RIPeanut"

Following the death announcement, the Mr. Peanut Twitter account shared the 30-second clip below featuring Wesley Snipes and Matt Walsh along with the caption, "We’re devastated to confirm that Mr. Peanut is gone. He died doing what he did best – having people’s backs when they needed him most." Per AdAge, the full version of Planters' Super Bowl ad will feature the funeral service for Mr. Peanut, and it is slated to air during the third quarter.

As expected with a wild concept like this, there were plenty of reactions from social media from brands and consumers alike. Here is just a selection of notable reactions.