OMG! MetLife fired it oldest mascot Snoopy after three decades of employment. But everyone’s favorite beagle isn’t going quietly! Fans are totally freaking out! See the tweets.
SO sad! It looks like Snoopy is back on the job search. The U.S. insurance company, MetLife let go of the beloved Peanuts characters after sharing 31 long years of a branding relationship. What is the world coming to?
Naturally, fans took to Twitter to express their shock and anger about the branding change. “Today is a sad day for beagles…MetLife fired
#Snoopy,” one fan tweeted. “MetLife fired Snoopy as their mascot bc they don’t think he’s relevant my heart just broke,” another chimed in.
The company cited during a statement on Oct. 20, that it was launching a “new global brand platform,” and the cartoon character was no longer a fit for the direction they were moving in. In other words, MetLife SO used the “it’s not you, it’s us” excuse! “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,” Global Chief Marketing Officer, Esther Lee said in an official statement about the company’s decision. “Snoopy helped drive our business and served an important role at the time.” But unfortunately, that time has passed.
“We have great respect for these iconic characters,” Esther continued “However, as we focus on our future, it’s important that we associate our brand directly with the work we do and the partnership we have with our customers.”
Today is a sad day for beagles…MetLife fired #Snoopy
— Liz Ann Sonders (@LizAnnSonders) October 20, 2016
METLIFE FIRED SNOOPY AS THEIR MASCOT BC THEY DONT THINK HES RELEVANT MY HEART JUST BROKE
— princess izzy (@carbonatedfruit) October 20, 2016
DON'T LEAVE ME! PLEASE DON'T LEAVE ME! – Snoopy
— PEANUTSbot (@PEANUTSbot) October 20, 2016
— Marsha (@Whippenz) October 20, 2016
— Marie Camarano (@MarieCamarano) October 21, 2016
— Sandra Block (@sandyblock) October 20, 2016
Snoopy is no longer apart of MetLife :(
— W3b Gem (@alecaweb) October 10, 2016
MetLife’s core demographic targets Generation Y ages 15-32, according to the official company profile. So in order to better cater to its customers, the company has opted for simpler visual brand that will feature blue and green shapes interlocking into “a symbol of partnership to form an M for MetLife.”
In addition to nixing Snoopy from all forms of marketing and advertising, the company is also replacing it’s “MetLife. I can do this” tagline with “MetLife: Navigating life together.” Additionally, MetLife is “phasing out” its use of blimps that previously illustrated Snoopy on them during sporting events. And that also means the cartoon probably won’t star in this this year’s Macy’s Thanksgiving Day Parade under the MetLife float. This is all just so much at one time!
Before Snoopy got the boot, MetLife had negotiated a multiyear contract with the cartoon as well as other Peanuts members, according to The Wall Street Journal. And the most recent contract had reportedly been secured in 2014 for as much as $15 million! So Snoopy is leaving with enough to hold him over for the time being, but this is still very tough to hear. MetLife is planning to launch the new logo and platform globally in 2017.
HollywoodLifers, are you sad to see Snoopy go?