Planters paused its Super Bowl campaign centered around the fictitious Mr. Peanut’s death following the deaths of Kobe Bryant, his daughter, and seven others in a helicopter crash.
As of Monday, it remained unclear how the brand would proceed with its marketing strategy leading up to and during the Super Bowl.
“We are saddened by this weekend’s news and Planters has paused all campaign activities, including paid media, and will evaluate next steps through a lens of sensitivity to those impacted by this tragedy,” the brand said in a statement Monday.