From an AdWeek online article:
“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, brand manager for Planters, in a statement. “He will be remembered as the 
legume who always brought people together for nutty adventures and a good time. We encourage fans to tune in to Mr. Peanut’s funeral during the third quarter of the Super Bowl to celebrate his life.”
In a shocking move, Planters, the Kraft-Heinz-owned snack brand, has killed off its iconic mascot in a teaser for its Big Game spot. Mr. Peanut’s untimely demise began with a Nutmobile crash, followed by falling off a cliff and ending in an explosion.
In the 30-second teaser, Mr. Peanut is driving his signature Nutmobile around a winding cliff with actors Matt Walsh (Veep) and Wesley Snipes in the front and back seat, respectively. Walsh spots an armadillo in the road, and Mr. Peanut swerves—right off the cliff.
Boomers Daily 