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Planters, a brand of Northfield, Ill.-based Kraft Foods Group, announced that its beloved icon, Mr. Peanut, has a new voice. Bill Hader, a former Saturday Night Live star and an Emmy Award-nominated actor, will lend his distinct voice to the beloved “spokespeanut” in a new series of digital radio advertisements and vignettes for the launch of the new Planters NUT-rition Sustaining Energy Mix.
“Bill Hader’s voice, sense of humor and personality are perfectly in sync with Mr. Peanut’s character and will help bring this iconic peanut’s style, wit and charm to life,” says Peter Cotter, brand manager for Planters.
To launch Planters NUT-rition Sustaining Energy Mix, Planters created an integrated marketing campaign featuring Mr. Peanut offering motivational tips to consumers called “GO-tivations.” “GO-tivations” were created to give consumers the boost they need to get through the day, similar to the wholesome fuel in Planters NUT-rition Sustaining Energy Mix.
As a part of the campaign, Planters and BEING New York introduced www.INeedSomeEnergy.com, which includes GIFs, games and short vignettes of Mr. Peanut keeping fans energized and “GO-tivated” throughout the day. Mr. Peanut will also have his own blog on Tumblr at mrpeanut.tumblr.com, where he will post GIFs and witticisms to give consumers a lift.
To provide consumers with additional “GO-tivation,” Planters is creating “GO-tivational” playlists on Spotify and Pandora with personal disc jockey introductions by Mr. Peanut.
Last month, the brand also worked with the late-night talk show Jimmy Kimmel Live! on a comedic integration touting its new product.