Is Mr. Peanut Really Dead? Stay Tuned

Mr. Peanut is dead at 104 – or is he?

Advertising expert Edward Russell says the death of Mr. Peanut is “likely only chapter one” in this seemingly tragic story of an iconic character.

Russell, an associate professor of advertising in the S.I. Newhouse School of Public Communications at Syracuse University, spent 25 years in the advertising business working for some of the largest and best-known firms in the world. He has worked on almost every product category in nearly every market around the globe.

At Leo Burnett Worldwide’s Chicago headquarters, Russell led the agency’s Procter & Gamble international business, its second-largest global business. Russell was responsible for 410 brands in 98 countries and managed nearly $1 billion in billings. The agency won more new business from P&G during this time than in its entire history.

Russell wrote Leo Burnett’s international training program, “LeoSmarts.” He is the author of “The Fundamentals of Marketing.”

Russell is available for interviews to discuss Planters’ marketing strategy. For use in your stories, here’s what Russell says about the death of Mr. Peanut:

“We’re all talking about Mr. Peanut for the first time since 1963. But what are we talking about? His death. Yep, a Super Bowl funeral is a great (and expensive) way to get people talking about Mr. Peanut, but I’m guessing it’s going to work. Will it sell more peanuts? I’ll bet it does. But is it wise to kill off a 104-year-old icon like Mr. Peanut?

“Or… is that the end of the story? I could imagine loads of follow-up scenarios. The next major holiday in America is Easter . . . he could rise from the dead. Or, how do we know Mr. Peanut doesn’t have a Mrs. Peanut and maybe some macadamia nuts on the side? Does he have younger, hipper proteges roaming Peanutland? Maybe. Stay tuned . . .  this is likely only chapter one.”

To request an interview with Prof. Russell or for more information, please contact:

Matt Michael
Media Relations Specialist
Division of Marketing and Communications

T 315.443.2990   M 315.254.9037
mmicha04@syr.edu