Cold and Distant” – How METLIFE tackled this perception of Insurance Companies?

    In the 80s, insurance companies in the USA were often thought to be as “cold and distant”. Marketing to attract customers in such an environment proved difficult.

    However, one insurance company took an interesting step in an effort to dispel this notion, atleast around its own brand. In 1985, Metropolitan Life (MetLife), began featuring characters from Peanuts in its advertisements in an effort to make the company seem more approachable.

    The advertisements featured Snoopy in the role of the “world-famous MetLife representative,” helping others in their insurance-related needs.

    Peanuts is one of America’s most popular and influential comic strips, the longest ever told by one human being – Charles M. Schulz. It runs in over 2,600 newspapers, with a readership of around 355 million in 75 countries, and has been translated into 21 languages.

    In 2016, as part of a shift from consumer insurance in favour of corporate clients, MetLife ended its partnership with Peanuts.

    In India MetLife is known as PNB MetLife India Insurance, and is one of the leading life insurance companies.


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