COOPER: Tonight, taking brands to "The Nth Degree."
Mr. Peanut has had a makeover. The brand character for Planters still sports a top hat, monocle and cane, but now he's -- well, he's trying to be hip. In new ads, the 88-year-old Peanut plays B-ball, cares about carbs and even shakes his nuts.
It may seem undignified, but let's be honest. Being an old brand character isn't easy in this youth-obsessed age. Don't believe me? Just ask the old Brawny guy. Sure, he was hot for a while, but the '70s porn look is out. I hear the new Brawny guy never even said thanks; 83-year-old Betty Crocker was replaced with a younger model. That was eight years ago. She's probably due for a bit of Botox.
Aunt Jemima is still around, of course, but she's had to endure endless face-lifts and tummy tucks. Companies want their brand characters to be multicultural, accessible. And there's certainly nothing wrong with that. But we also think there's nothing wrong with showing your age. And these days, that makes us just plain nuts.