Marketing Currents - Business and Marketing Current Events

Planters cleans up Mr. Peanut in brand refresh ahead of sale to Hormel


Planters’ new campaign is the brand’s latest effort to refresh its appearance in the eyes of consumers. Starting with “Sustenance” and proceeding with a series of like-minded spots through the year, Planters will focus its attention on the nutritious benefits of consuming peanuts, at a time when the U.S. plant-based food market is rapidly growing. 

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Discussion Questions:

  1. What is a brand?
  2. What is branding?
  3. How might a mascot help a company to brand its product or service?
  4. Who is the Planters mascot?
  5. What is brand awareness?
  6. How might Mr. Peanut help to drive brand awareness for Planters?
  7. What is a brand refresh?
  8. Why do you think Planters is giving the brand a refresh?
  9. Based on information from this story, describe what Planters is doing to refresh the brand.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.