The Big Game

Did Brands Overreact by Editing Super Bowl Ads After Kobe Bryant's Death?

Marketing experts weigh in on whether changes were merited or overcautious

Planters, Genesis and Hard Rock International all adjusted their Super Bowl ad strategies after Kobe Bryant's death.
Planters, Genesis and Hard Rock International all adjusted their Super Bowl ad strategies after Kobe Bryant's death.Photo Illustration: Trent Joaquin; Sources: Planters, Hard Rock, Genesis
By Kathryn Lundstrom

February 2, 2020

A week and a half ago, Planters released a Big Game teaser that shocked the ad world by killing off its 104-year-old mascot, Mr. Peanut, in a fiery road trip mishap. The Super Bowl set-up ad was accompanied by #RIPMrPeanut social campaign that immediately took off on Twitter and inspired numerous hot takes on the monocled legume.

Kathryn Lundstrom

Kathryn Lundstrom is Adweek's sustainability reporter.

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