Planters Is the Newest Brand With a Beer, Which It’s Calling Mr. IPA-Nut

And it wants your help making a suitably 'nutty' ad

The beer promises 'a citrus aroma and a hint of honey-roasted peanuts' with a salty finish. Planters
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If you like beer, and you like peanuts, you’ve probably always wished you could combine the two. Wait, what, you haven’t? Well too bad, because Planters is doing it anyway.

Continuing this year’s odd and often inaccessible marketing stunt of branded beers, Planters is launching Mr. IPA-Nut, a beer that is sure to delight the most passionate peanut lovers—in Illinois, at least, since that’s the only place it’ll be sold.

Beginning Oct. 27, National American Beer Day, Mr. IPA-Nut will go on sale in select Illinois stores and at Noon Whistle Brewery (which is brewing the product) in the town of Lombard.

If you can find a four pack of the 16-ounce cans, it’ll set you back about $10. So what do you get for your crisp Hamilton?

According to a landing page about the nutty varietal on Noon Whistle’s site, here’s what you’re in for: “Brewed with Wakatu and Citra hops, Mr. IPA-Nut delivers a citrus aroma and a hint of honey-roasted peanuts, all followed by a slightly salty finish that makes every sip worth savoring.”

The Kraft Heinz brand worked with agency mcgarrybowen Chicago to create the beer. Last month, we saw a similar partnership between IHOP and Droga5, which dreamed up the IHOPS Pumpkin Pancake Stout (also only available in one area, in and around New York City). Even more niche was 10 Barrel Brewing’s homage to The Last Blockbuster. Even more recently, Dunkin and Harpoon partnered on a Dunkin Coffee Porter.

Planters is recruiting help marketing its goobery concoction. A video promoting the brew is hoping to generate some crowdsourced ad ideas via the #BeerGoesNuts hashtag:

Client: Kraft Heinz
Ashley Tople: Director, Brand Building
Maya McDonald: Social Media Manager
Samantha Hess: Brand Manager, Brand Building

Creative Agency: mcgarrybowen Chicago
Tom Smith: Group Managing Director
EB Jackson: Account Director
Lucy Bahler: Account Executive
Sydney Spreen: Assistant Account Executive
Kurt Fries: Chief Creative Officer
Dave Reger: Executive Creative Director
Michael Straznickas: Executive Creative Director
David McCradden: Associate Creative Director
Quentin Hirsley: Associate Creative Director
Scott Rench: Associate Creative Director
Matt Frierdich: Senior Copywriter
Matt Conaghan: Senior Copywriter
Brian Eaton: Art Director
Zulema Orozco: Design Director
Dee Duncan: Packaging
Jojo Uhila, Esther Knox: Social Look & Feel
Steve Ross: Director of Content Production
Lindsey Brusnighan: Executive Producer
Joann Baker: Director of Business Affairs
Alica Townsend: Senior Business Manager
Libby Morris-Carlson: Music Producer
Kevin Kovanich: Strategy Director
Allison Helberg: Associate Strategist
Lauren Hurlburt: Community Manager

Production Company: workplace
Robert Smith: Director/DP
Jason Rohler: VFX Supervisor
Tracy Tran: Production Manager
Greg Lilly: Line Producer

Editorial & VFX: workplace
Jason Rohler: Content Creator
Tracy Tran: Production Manager

Motion Capture: Silver Spoon
Dan Pack: Managing Director/Partner
Samantha Stogel: Producer

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."