Planters' Limited-Edition Peanut Packaging Features Baby Nut
Laura McQuarrie — June 26, 2020 — Marketing
References: shopbabynut & adweek
After announcing the death of Mr. Peanut earlier this year, Planters introduced Baby Nut shortly after at the Super Bowl and the infant mascot is now appearing on limited-edition peanut packaging for the first time. The wide-eyed younger peanut character replaces the brand's classic mascot on containers of its classic peanuts, which emphasize "that's one cute nut."
The introduction of Baby Nut helped to revitalize the Planters brand, especially since the character offered a new way for consumers to engage with the brand's classic products, which remain unchanged in format and flavor. As well as being able to purchase the limited-edition packaging from Planters, users can watch Baby Nut grow up on Twitter and purchase Baby Nut merchandise in the form of everything from robes and bucket hats to aprons.
Image Credit: Planters
The introduction of Baby Nut helped to revitalize the Planters brand, especially since the character offered a new way for consumers to engage with the brand's classic products, which remain unchanged in format and flavor. As well as being able to purchase the limited-edition packaging from Planters, users can watch Baby Nut grow up on Twitter and purchase Baby Nut merchandise in the form of everything from robes and bucket hats to aprons.
Image Credit: Planters
Trend Themes
1. Limited-edition Packaging - The introduction of limited-edition packaging featuring Baby Nut opens up opportunities for brands to create collectible versions of their products, creating excitement and engagement among consumers.
2. Character Mascots - The success of Planters' Baby Nut mascot highlights the potential of character mascots to revitalize established brands, providing a fresh and captivating way for consumers to connect with the products.
3. Social Media Brand Engagement - The use of social media platforms like Twitter to cultivate a narrative around Baby Nut's growth presents opportunities for brands to build interactive and immersive experiences that deepen customer engagement and loyalty.
Industry Implications
1. Food Packaging - The introduction of limited-edition peanut packaging featuring Baby Nut points to disruption opportunities in the food packaging industry, where brands can experiment with unique and eye-catching designs to stand out on store shelves.
2. Food and Snack Brands - Planters' success with Baby Nut demonstrates the potential for other food and snack brands to introduce character mascots that resonate with consumers, breathing new life into established product lines.
3. Merchandise and Collectibles - The popularity of Baby Nut merchandise, ranging from clothing to accessories, showcases the potential for brands to capitalize on character mascots by offering exclusive merchandise collections that appeal to avid fans and collectors.
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