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Moving Into 2017, Insurance Carrier Giant, MetLife, To Abandon Dog For A New, Clean, Modern Aesthetic
By Jorge Alexandria - January 2, 2017

Roughly about 4 million dogs are abandoned in the United States every year by their owners for a variety of reasons. Sometimes, people truly have no other choice but to rehome or surrender their dogs. Sadly, but humanely, some old dogs need to be euthanized. They become too sickly, endure excessive suffering, and can no longer keep pace.

MetLife, the U.S. insurance giant with over 100 million customers worldwide, has decided to retire its mascot, Snoopy, and any of his friends (Charlie Brown or any other members of the Peanuts gang).  The insurance giant says it is ditching Snoopy in favor of a new image that the company claims will reflect "a clean, modern aesthetic." So instead of a giant blimp featuring Snoopy in his World War I pilot gear, MetLife said that it will have an M in blue and green colors. MetLife has always had blue as one of the main colors in its logo. The green apparently "represents life, renewal and energy." Okay.

This isn’t the first time Met Life has shifted imagery in search of a new direction. Until the 1960s, it used the name Metropolitan Life Insurance Company, accompanied by an image of the tower of its then-headquarters on its logo, and the tagline “The Light That Never Fails.”  In 1967 the name switched to Metropolitan Life, accompanied by a black star. That changed to MetLife and a blue star in the 1980s. Snoopy was adopted as a symbol in 1985 to make the company appear friendly and approachable at a time when insurance companies were seen as cold and distant. Snoopy helped drive the business. Nowhere is this more evident than when a poor soul is in search of term insurance or “death benefits”. I mean, I fell for it. And you probably did too.

In a separate decision, Met Life will spin off its U.S. life-insurance operations—into a new company called Brighthouse Financial. Company officials have said the new company will be small enough to avoid federal designation as “too big to fail” and thus should be able to sidestep potentially stiff capital rules. Regulators labeled MetLife as systemically important (“too big to fail”) in 2014. The businesses MetLife will keep aren’t as capital intensive as the ones being divested, and may better flourish in a low-interest-rate environment.

Since Met Life’s new image will be rolled out globally throughout 2017, it won’t be long before Snoopy is eliminated from all marketing materials, note pads and business cards. So, if you are a collector of all things insurance, like me, you may wish to gobble the memorabilia soon.  

I will miss Snoopy. Most folks just viewed him as a dog (a beagle), but he knew he was way more than that. He didn’t need any of the other characters in order to be what he was. He needed only his imagination. And more and more often than not he appeared alone on his doghouse, sleeping or typing a novel or a love letter. He didn’t talk… and he didn’t need to. He had the look of confidence, and a breezy sense that the world may be falling apart but one that he could still dance on. He didn’t even realize he wasn’t human. Which is good because unlike Charlie Brown he had no failures, no losses, no flaws. 

Snoopy had figured out that since no one will ever see you the way you see yourself, you might as well build your world around fantasy, create the person you want to be, and live it out, live it up.

At Met Life Snoopy had friends and admirers all over the globe. He will be missed.

Snoopy asked me to attach this pledge (his pledge) for his prospective new owner:

“If you are ever trapped under a ton of rubble, I promise that as a beagle, with the keen sense of smell that I have, I will sniff you out and ignore all the other more fascinating smells. I promise to go about my arduous marketing work with a wagging tail, even if my paws get sore. I promise never to let you down.  I promise to be worth every cent of the $30 million you paid for my license.”

Jorge Alexandría is a former junior level U.S. Government official (Labor Dept.) and an Army veteran who received his B.A. in Political Science from Cal State Los Angeles. He also graduated from Cal Poly Pomona with a Master’s Degree in Public Administration.  He has more than 20 years of experience in claims handling, supervision, and risk management. He can be reached at Riskletter@mail.com. Any views and knowledge expressed in this article belong to Jorge Alexandria alone and do not represent any other organization or person.

Published by adjustercom and Lonce LaMon, all rights reserved.  

 
 

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