Planters’ Mr. Peanut ‘Shell-Ebrates’ His 100th Birthday with HP Indigo Technology

hp-peanuts-1 HP Graphic Solutions

It’s not every day that a talking peanut blows out 100 candles on a cake in Manhattan’s Times Square; Mr. Peanut made that image a reality. Planters rang in the hundredth birthday of their beloved mascot and kicked off a year-long celebration of the nuttiest brand icon in history. This was not Mr. Peanut’s first time in the heart of midtown—he graced a Times Square billboard in 1937 and has rolled through countless Macy’s Day Parade processions during the past century.

“Mr. Peanut’s continued popularity is a testament to America’s love of Planters nuts,” says Sean Marks, vice president of marketing at Planters. “Mr. Peanut’s 100th birthday will pay homage to his lifetime of nutty achievements by making celebrations even more remarkable for fans this year.”

Special edition Mr. Peanut labels were printed using HP Indigo digital presses on 50-micron PETG film. Leveraging HP SmartStream Mosaic technology, HP helped Planters pay homage to its century-old brand icon by transforming its classic Dry Roasted Mr. Peanut jar into 3 million one-of-a-kind designs. The unique labels used six base Mr. Peanut design files, which employed two HP SmartStream Mosaic seed files each, ensuring that no two Mr. Peanut jars are identical.


“Increased competition, multiple SKUs and consumers with high expectations are causing brands to reassess their product packaging to boost sales,” says Doris Brown-McNally, worldwide strategic business and brand development, HP. “HP Indigo digital printing and HP SmartStream Mosaic technologies enable classic brands, like Planters, to reinvent their traditional packaging to drive maximum impact and create unique brand experiences for customers with minimal risk.”

Now, Planters and Mr. Peanut are inviting fans across the country to join in the birthday merriment with one-of-a-kind Birthday Jars. In May, Mr. Peanut brought his 100th birthday celebration to shelves by transforming his classic Dry Roasted Peanuts jar into 3 million one-of-a-kind designs. This limited edition packaging features a dancing Mr. Peanut amidst festive, eye-catching fireworks in a multitude of colors and designs. No two jars look alike!

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  1. Mary Ridgway 8 years ago

    It would be so great to know who the designers of Mr. Peanut were over the years. Also– who came up with this new label design?


    • Aaron Berman 8 years ago

      Hi Mary – We’re working on getting you the name for designer of the new labels – thanks for writing 🙂

    • Aaron Berman 8 years ago

      Hi Mary – The design firm that came up with the new labels is Landor. Hope that helps 🙂

  2. Clive Glover 8 years ago

    Please advise who manufactured the PET jars & closures for the promotion?
    Regards Clive

    • Aaron Berman 8 years ago

      Hi Clive – We’re checking into that now but it might take a few days. We’ll let you know here as soon as we find out 🙂

    • Aaron Berman 8 years ago

      Hi Clive. We’ve been told that Planters treats that information as confidential. Apologies that we couldn’t be of more help.

      • Clive Glover 8 years ago


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