- Planters reintroduced its mascot — originally known as Mr. Peanut and later Baby Nut — as 21-year-old Peanut Jr. on Tuesday.
- The peanut brand killed off Mr. Peanut in January, showing the mascot's death in a pre-Super Bowl ad before replacing him with Baby Nut.
- Some people feel that Planters has gone too far with the latest reincarnation of Mr. Peanut, calling for others on Twitter to #BlockMrPeanut.
Mr. Peanut is dead. Baby Nut has grown up. Now, as 2020 drags on, America finds itself in the age of Peanut Jr.
Planters announced on Tuesday that its mascot was now going by the name "Peanut Jr." A new ad for the brand shows the 21-year-old nut at a bar, ordering a beer.
Peanut Jr.'s 21st birthday comes eight months after Planters killed off the original Mr. Peanut. The peanut brand brought its mascot back to life as Baby Nut in a Super Bowl ad, with the brand later explaining on Twitter that "when a nut like me completes its life cycle, our spirit moves to another shell."
"Time moves fast in peanut years and Baby Nut hit a magical growth spurt that caused him to grow from a baby legume to 21-year-old Peanut Jr." Planters explained in a statement to Business Insider.
Planters said that people who had or will have a birthday during quarantine have a chance to win $2,100 in cash from the brand. Three people who share their ideal birthday gift with the #MakeMyBirthdayNuts and #Sweepstakes hashtags on Twitter will get the cash delivered to them by the "iconic NUTmobile."
But as it turns out, not all fans are in favor of the new campaign. Some people feel that Planters has gone too far with the latest iteration of Mr. Peanut.
Australian movie YouTube channel Mr. Pumpkin Movies appears to have started the movement to block Mr. Peanut on Twitter. Dozens of other accounts got on board on Tuesday, including fast-casual chain Mod Pizza.
The brand seems to be taking the criticism in stride, with Peanut Jr. responding to some of the attacks on Twitter.
It's been a strange year for reincarnated legume, formerly known as Mr. Peanut.
Planters killed Mr. Peanut in a pre-Super Bowl ad in January, showing the mascot perish in a commercial starring Wesley Snipes and Matt Walsh. Less than a week later, the brand paused the ad when Kobe Bryant died in a helicopter crash.
Twitter was flooded with viral Baby Nut memes following the Super Bowl. However, three of the meme accounts were suspended for violating Twitter's anti-spam policies.
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