Planters is evaluating next steps for its Super Bowl campaign in which its mascot, Mr. Peanut, dies. Kraft Heinz Co. ’s Planters brand apologized for distributing prayer candles for Mr. Peanut as part of its Super Bowl campaign about the mascot’s death and said it would consider what’s next after a helicopter crash killed Kobe Bryant. Other Super Bowl advertisers adjusted their plans to publicize their expensive ads after the NBA star’s death, which set off a wave of mourning among fans and tributes from brands that worked with him. Some marketers delayed the release of their Super Bowl ads from Monday to later in the week. Procter & Gamble Co. ’s Olay and PepsiCo Inc.’s MTN DEW Zero Sugar delayed the release of their Super Bowl ads, which had been expected on Monday, for example.

Source: Wall Street Journal January 27, 2020 18:56 UTC