Snoopy, Peanuts Gang, Cut Loose by MetLife as it Retools Business - NBC Boston

Snoopy, Peanuts Gang, Cut Loose by MetLife as it Retools Business

Snoopy has been handed the pink slip

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    Snoopy, Peanuts Gang, Cut Loose by MetLife as it Retools Business
    US PGA TOUR
    File photo of the MetLife Snoopy Two Blimp prior to the final round of the World Golf Championships-Bridgestone Invitational at Firestone Country Club on July 3, 2016 in Akron, Ohio.

    Snoopy has been handed the pink slip after 31 years (almost 170 dog years) as the face of insurance giant MetLife Inc.

    The company said Thursday it is launching a new global branding effort, marking the end of a long relationship with Charlie Brown's beagle and the Peanuts crew.

    "We brought in Snoopy over 30 years ago to make our company more friendly and approachable during a time when insurance companies were seen as cold and distant," said Esther Lee, MetLife's global chief marketing officer. "Snoopy helped drive our business and served an important role at the time."

    But MetLife is spinning off its domestic retail life insurance business to focus more on corporate clients. Snoopy does not appear to hold the same marketing swagger with corporate America.

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    (Published Friday, Dec. 8, 2017)

    MetLife's new logo is a blue and green "M.''