Mr. Peanut is dead.
The iconic 104-year-old animated, monocled mascot met his demise in an effort to save actors Wesley Snipes and Matt Walsh. (Check out the ad below.)
Mr. Peanut's death announcement was published to the brand's Twitter account on Wednesday and accompanied by the launch of a YouTube channel called "The Estate of Mr. Peanut."
"Mr. Peanut died doing what he did best--having people’s backs when they needed him most," reads copy below the 30-second video.
The effort is the ultimate PR stunt and the perfect tease to the brand's upcoming Super Bowl ad, which it says will focus on Mr. Peanut's funeral.