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Snoopy Has Been Fired by MetLife
[Photo: Casey Christie/The Bakersfield Californian/ZUMA Press]
MetLife decided earlier this year to part with most of its U.S. life-insurance business. Now it is cutting ties with Snoopy.
The 148-year-old company first used the Peanuts’ cartoon character in advertising 31 years ago as it tried to connect with U.S. consumers. Snoopy, created by cartoonist Charles Schulz, now appears on everything from MetLife blimps to the company’s marketing and sales materials.
But that need to reach consumers will shrink when MetLife spins off the bulk of its U.S. life-insurance business in the first half of 2017. Afterward MetLife will sell mostly to corporate clients in the U.S., including life-, dental- and other insurance to employers for their workers as well as annuities to pension plans. It also has a large international life-insurance business.
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