MetLife, Inc.: Metlife Helps You Make Sense Of It All campaign

William Baue

Between 1985 and 1995 consumers came to associate Metropolitan Life Insurance Co. (later renamed MetLife, Inc.) with its animated mascots, Charles Schulz's "Peanuts" characters and especially Charlie Brown's resourceful beagle, Snoopy.

MetLife, Inc.: Metlife Helps You Make Sense Of It All campaign

William Baue

OVERVIEW

Between 1985 and 1995 consumers came to associate Metropolitan Life Insurance Co. (later renamed MetLife, Inc.) with its animated mascots, Charles Schulz's "Peanuts" characters and especially Charlie Brown's resourceful beagle, Snoopy. MetLife, as the company was commonly called, wanted to retain this strong brand identity while adapting to societal transformation and spreading awareness of the company's changing nature (namely the fact that it offered a full range of financial services in addition to its life-insurance products). These efforts were complicated, moreover, by a wave of insurance-industry...

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