What is the value of a mascot? The precise dollar amount can sometimes be hard to come by.

But Planters’ pre-Super Bowl TV ad featuring Mr. Peanut falling to a fiery death shot the brand to the top of the trending charts, racking up coverage across news and social media that was worth an estimated $13.7 million in equivalent brand value during the first two days alone.

Mr. Peanut’s death even landed the character a spot on Saturday Night Live, and the world is now eagerly anticipating the promised follow-up Super Bowl commercial this weekend.

Money Can’t Buy That

What this week’s Mr. Peanut saga underscores is the unique ability of a well-defined, memorable mascot to help a brand stand out with consumers. In fact, it’s not unusual for the most successful mascots to take on a life of their own (often complete with branded products), feeding positive consumer sentiment for the core brand.

• This has never been truer in recent years than in the insurance industry where mascots like Flo from Progressive, the Aflac duck and Geico’s gecko have given those brands a personality that standard rates and deductibles alone can’t quite muster. So much so that Flo, the gecko and others have found their way onto Halloween costumes and other products.
• Michelin has had the Michelin Man since 1898. In that time he has found his way onto licensed plush and vinyl figures and even a Michelin Man collector’s store.
• Then there’s the Taco Bell Chihuahua, a mascot whose licensing roots date back 22 years to t-shirts that were for sale via a toll-free number posted in Taco Bell restaurants and at mass retailers. Licensed plush of the character sold 10 million units in a Valentine’s Day push in 1999.
• And the Energizer Bunny, which last year underwent a re-casting, has kept well, going and going in licensing, most recently last fall as a Funko Pop! vinyl figure.

Surely commemorative Mr. Peanut gear can’t be far behind.