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Celebrity Endorsement Planters Brand Strategy

Planters nuts offer mullet makeovers to fans willing to face the chop

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By John Glenday, Reporter

August 10, 2022 | 3 min read

Peanut brand Planters is bringing sugar and spice and all things nice to protein fans, with the offer of a mullet makeover for the bravest of nut eaters.

Planters

The sweet and spicy flavor of Planters nuts has inspired the ‘swicy’ mullet makeover

The snack purveyor has teamed up with US musician Oliver Tree for the sweet and spicy makeover, a celebration of Planters’ latest range of dual-coated dry roasted peanuts that promise to confuse your tongue with a mix of sweet and spicy flavorings.

The ‘swicy’ concoction is the inspiration behind the boldest hairdo this side of the 1980s, which takes the humble short, back and sides to unprecedented extremes.

Fans wishing to emulate Tree’s hair-raising new look, as modeled in an accompanying TikTok video announcing the partnership, can enter a competition to win a Planters x Oliver Tree Sweet & Spicy mullet designed by the man himself.

@olivertree #ad Go to @mrpeanutoriginal’s bio to get your kit: Sweet & Spicy nuts and a mullet to make as sweet & spicy as mine #MulletofSnacks #PlantersSweetNSpicy #PlantersxOliverTree ♬ When I'm Down - Whethan & Oliver Tree

Tree said: “The moment I tried this new sweet and spicy flavor, something came over me and I immediately knew I had to spice up my own life. The first thing I did was hit the hair salon and have them add horns to my bowl-cut mullet. A little extra spice on top never hurt.”

First modeled by Tree during his ‘Cowboy Tears’ tour, fans are invited to put their spin on the fantastic follicles with a smorgasbord of styling gel and colors to set the worlds of Instagram and Twitter alight. VaynerMedia created the effort.

Planters recently gatecrashed the Super Bowl with a motorized giant peanut to convey the excitement of chomping down on the snack.

Celebrity Endorsement Planters Brand Strategy

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