MetLife drops Snoopy from marketing campaign
Insurance company planning a mass rebranding
MetLife is firing Snoopy.
After more than 30 years of appearing in print ads, TV commercials, marketing materials and on the sides of MetLife’s blimps at sports events, the company is showing the door to the Peanuts character, one of the most recognizable figures in American pop culture.
No more big-nosed beagle in the flight cap and goggles chasing the Red Baron on Metlife’s airship. No more television commercials featuring a Snoopy navigating life’s treacherous waters to sell insurance. Cuddly Snoopy hitting a home run? Out.
MetLife, one of the largest insurance companies in the world with 100 million customers worldwide, said the move is part of an effort to update its corporate emblem for international competition.
The global chief marketing officer for MetLife, Esther Lee, announced the change on Thursday, saying that Snoopy was adopted as a symbol in 1985 to make the company seem “more friendly and approachable during a time when insurance companies were seen as cold and distant.”
“We have great respect for these iconic characters,” Lee said in the announcement.
“However, as we focus on our future, it’s important that we associate our brand directly with the work we do and the partnership we have with our customers.” The company said it wanted a “clean, modern” design that included the colours blue and green to “represent life, renewal and energy.” They form what the company has called “the partnership M.” The broader MetLife brand palette was expanded to include a range of vibrant secondary colours, reflecting “the diverse lives of its customers,” a company statement said.
There is also a new tag line, “MetLife: Navigating life together,” replacing the old “Get Met. It Pays.”
Already, the company’s website shows no sign of the floppy-eared dog whose adventurous daydreams won the hearts of multiple generations, in the Charles M. Schulz comic strip and its spinoffs.
In the comics, on TV and movies, a hit pop song and even the stage, Snoopy was the loyal pup who loved his “round-headed” human, Charlie Brown, but could never remember the boy’s name.
His rich fantasy life included characters like “Joe Cool,” a hipster in dark sunglasses, and the First World War flying ace whose doghouse was transformed into a British biplane.
But now Snoopy and his Sopwith Camel are grounded, at least when it comes to selling life insurance.
The company called the decision the “most significant change” to the brand in decades. Lee conducted research among more than 55,000 customers worldwide and found them “overwhelmed” by the pace of global change. MetLife had to evolve, Lee said.
“What we did want to figure out, as we started to become this more purpose-built, modern company, is do those characters go beyond being friendly and approachable?” she said.
The answer turned out to be no, MetLife discovered in its research.
When consumers were asked about associations with the characters, “what you see popping very high are things like ‘is a good friend,’ and ‘is approachable,’ ” Lee said. But the research shows customers did not associate the Peanuts characters with leadership, responsibility and other traits.
The research also showed the characters did not affect interest in purchasing insurance.
Lee said the most significant finding was that consumers were not big fans of Snoopy and the gang. It seems that happiness is not, in fact, a warm beagle on top of a doghouse.
“We asked, point blank, our customers on a scale of one to 10, if we decided to move away from using the characters, how would you feel, with one being very unhappy and 10 being very happy,” Lee said. Eighty per cent of consumers responded with answers between three and seven.
“People are indifferent from us moving away from the characters,” Lee said, adding that more than1,000 other brands around the world use Peanuts characters in their marketing. “They basically don’t care.”
The life insurance giant has over the years tried to make its business, overshadowed by the terms “death benefits” and “beneficiaries,” more approachable, and for years Snoopy and other Peanuts characters provided the warm and fuzzy.
There had already been changes afoot at MetLife in the era of social media. In 2014, the company introduced an online campaign to change perceptions of the life insurance industry, encouraging customers to share the ways they live for their loved ones by using #WhoILiveFor. The campaign’s centrepiece featured a collection of video clips, not of the Peanuts characters, but of real people with diverse races, partnerships and backgrounds.
Lee, who joined MetLife last year, said of the new logo: “It’s a very simple and modern and, I think, powerful symbol that we’re looking at life differently and becoming a different brand.”
Corporations are viewed as more approachable these days, Lee said, and consumers are no longer intimidated by them. “So many companies are actually reaching them one-onone, tweeting back and forth with them.”
She added, “It’s a completely different world today.”
MetLife used Snoopy in 1985 to appear “more approachable” during a time when insurance companies were viewed as cold