Mr. Peanut died in Planters' "Road Trip" ad released last week ahead of the Super Bowl.
Planters is deciding how to move forward with its Super Bowl ad campaign following the death of Lakers legend Kobe Bryant.
Bryant, his 13-year-old daughter Gianna and seven others died in a helicopter crash in California on Sunday. The group was headed to a youth basketball game when the helicopter went down in the hills of Calabasas and a fire broke out.
As of Monday, Planters' plans for its Super Bowl campaign remained unclear.
"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," Planters said in a statement, per Ad Week.
The brand killed off its mascot, Mr. Peanut, in a Super Bowl ad released last week. In the commercial, Mr. Peanut and actors Matt Walsh and Wesley Snipes were ejected from the Nutmobile in an accident and left stranded on a hanging branch. Mr. Peanut later fell to the ground and died in the vehicle's explosion.
Planters planned to broadcast the "Road Trip" commercial as a Super Bowl pregrame spot and then air the legume's funeral during a 30-second ad during the third quarter. The "Road Trip" campaign received high praise and many brands saluted Mr. Peanut on Twitter.
After Bryant's death, Planters has paused its original plans.
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