MetLife has done what the Red Baron tried in vain for years to do: It has grounded 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,” the Boston Globe reports.
The company, which is one of the largest insurers in the world with 100 million customers, said parting ways with its spokesbeagle is part of an initiative to update its corporate emblem to compete internationally.
“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.’” the Globe reports.
In the announcement, Lee said: “We have great respect for these iconic characters. 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 unveiled its new logo (seen below), along with a new tagline: “MetLife: Navigating life together.” The tagline replaces the company’s venerable “Get Met. It Pays.”