'Mr. Peanut' on Serious Eats

Mr. Peanut Gets a Facelift: Robert Downey Jr. Is the New Voice

Before Robert Downey Jr. lent his voice to the Planters mascot, the rakish legume spent almost a century in silence, ever since his creation in a 1916 drawing contest. But Planter's, part of the Kraft Foods company, was not satisfied with the silent flirtation of Mr. Peanut's monocled wink. "People weren't connecting with him," said Jason Levine, Planter's brand director, "We wanted to turn him into a real, authentic peanut. To do this, we had to bring Mr. Peanut into his natural, nut-sized world." More

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