MetLife Reinvents Its Identity With Launch of Ad Campaign.($25 million advertising campaign )(Brief Article)

Best's Review, June, 2001

MetLife Inc.'s new $25 million advertising campaign focuses on the largest life/health company being financial advisers rather than life insurers. MetLife intends to redefine its brand identity with a campaign that it describes as a "celebration of life, beginnings and the financial freedom that leads to life significance."

The company even dropped its famous tag line, "Get Met, It Pays," from its blimp and commercials that until recently prominently featured Snoopy. Its new slogan is, "Have you met life today?"

Snoopy, the company's celebrity representative since the mid-1980s, now is relegated to the tail end of the commercials, where he dances above the MetLife logo. In 1999, MetLife switched its advertising from animation-based Snoopy commercials...

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