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One-of-a-kind jars for Mr. Peanut

It’s not every day that a talking peanut blows out 100 candles on a cake in Manhattan’s Times Square, but Mr. Peanut made that image a reality as part of Planters year-long celebration of the nuttiest brand icon in history.

Digitally printed labels--no two are alike.
Digitally printed labels--no two are alike.

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

Now Planters and Mr. Peanut are inviting fans across the country to join in the birthday merriment. Integral to the celebration are one-of-a-kind birthday jars. Thanks to HP Indigo digital presses and HP SmartStream Mosaic technology, the PET jar for Dry Roasted Peanuts is being transformed into three million one-of-a-kind designs. This limited-edition packaging features a dancing Mr. Peanut amid festive, eye-catching fireworks in a multitude of colors and designs. No two jars look alike.

“Increased competition, multiple SKUs, and consumers with high expectations are causing brands to reassess their product packaging to boost sales,” said 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.”

The special edition Mr. Peanut labels were printed by an unnamed converting company using HP Indigo digital presses on 50-micron PETg film. The one-of-a kind labels leveraged six base Mr. Peanut design files, which utilized two HP SmartStream Mosaic seed files each, ensuring that no two Mr. Peanut jars are identical. These special edition jars are currently being sold at select stores during the Mr. Peanut 100th birthday celebration.

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