Photo: Kraft-Heinz
Planters is pausing their most recent ad campaign in wake ofKobe Bryant‘sdeath.
In a 30-second teaser for Planters’ upcoming Super Bowl ad released on Jan. 21, the brand’s beloved nutty character, Mr. Peanut, is involved in a car accident and dies to save his costarsMatt WalshandWesley Snipes.
As of Monday, Planters wasn’t sure how it would proceed with its marketing strategy leading up to and during the Super Bowl, a representative for the company tells PEOPLE. The teaser had been set to air as a Super Bowl pregame spot, while part two of the campaign, a 30-second spot surrounding the spokesnut’s “funeral,” was set to run during the third quarter.
The representative for the company also apologized for a press mailer containing “prayer candles” for Mr. Peanut, which was sent out prior to the accident.
The brand’s marketing plan was widely praised, as Planters’ social media outreach — which utilized the hashtag #RIPeanut — received countless condolences from both fans and brands ranging fromChips AhoytoOscar Mayer. EvenSaturday Night Livespoofed the Mr. Peanut’s death in one of theirJan. 25 skits.
WATCH: Kobe Bryant Dies in Calabasas Helicopter Crash at 41
According toESPN, Bryant, 41, wasreportedlyheading in his private helicopter to a travel basketball game for Gianna, nicknamed Gigi, when it went down. Emergency personnel responded but none of the nine people onboard survived, a spokesperson for the Los Angeles County Sheriff’s Department said during a press conference.
The others on the plane have been named as pilot Ara Zobayan, mother and daughter Sarah and Payton Chester, girls basketball coachChristina Mauser, head baseball coach at Orange Coast CollegeJohn Altobelli,his wife Keri Altobelli, and their daughter, Alyssa Altobelli.
Alyssa was a teammate of Gianna’s. John, 56, and Keri are also parents to daughter Alexis Altobelli and son J.J. Altobelli, who works as a scout for the Red Sox.
source: people.com
