Snoopy and the Peanuts gang are cut loose by MetLife as it retools business - Los Angeles Times
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Snoopy and the Peanuts gang are cut loose by MetLife as it retools business

The MetLife Snoopy Two blimp comes in for a landing at the Park Township Airport in Holland, Mich. in 2007.
(Cory Olsen/The Grand Rapids Press via AP)
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Snoopy has been handed the pink slip.

After 31 years (217 dog years) as the face of insurance giant MetLife Inc., the company said Thursday that 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.â€

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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