MetLife pulls plug on mascot Snoopy to push image makeover

24 Oct 2016

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After featuring Snoopy for over 30 years in print ads, TV commercials, marketing materials, and on the sides of MetLife's blimps at sports events, the company is retiring its ''Peanuts'' character, one of the most recognisable figures in American pop culture.

According to MetLife, one of the largest insurance companies in the world with 100 million customers globally, the move formed part of an effort to update its corporate emblem for international competition.

MetLife's chief global chief marketing officer, 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.''

According to MetLife it was launching a new global brand platform, and there would not be  room for the world-famous cartoon characters as the company moved forward with plans to spin off most of its US life insurance business next year.

The company's new visual brand would feature blue and green colours together "in a symbol of partnership to form an M for MetLife," the insurance giant said.

According to the company, the new image would be rolled out globally through 2017.

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