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MetLife Reinvents Its Identity With Launch of Ad Campaign.

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 to those featuring human beings. At that time, Snoopy's role was reduced as the MetLife symbol.

This switch is timed with the evolving MetLife brand, said Lauren Mascitelli, senior vice president of e-business, advertising and communications for MetLife.

"Since we've become a public company, there is a new vision, and the brand is evolving to reflect the vitality and growth," Mascitelli said. MetLife went public in April 2000.

The new campaign features three 30-second commercials that debuted April 18, as well as print and outdoor advertising. The TV commercials have aired on network and prime-time cable television during shows such as "60 Minutes," "Who Wants to Be a Millionaire?" and the National Basketball Association playoff games. The print ads appeared in the May issues of national magazines such as Parents, Business Week and Forbes.

Through the company's television ads, consumers learn about the personal-planning services offered by MetLife. The ads feature three stories--a single mother who plans to pay for college, another person's dreams of early retirement and a scenario dealing with the "sandwich generation," people who must care for young children as well as aging parents. Instead of appealing to a set demographic, Mascitelli said, the campaign is aimed at people who are balancing work and life events and who are at different life stages.

MetLife developed the brand-repositioning strategy in collaboration with BrightHouse, Atlanta, while Young & Rubicam, New York, developed the ad campaign.
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Title Annotation:$25 million advertising campaign
Comment:MetLife Reinvents Its Identity With Launch of Ad Campaign.($25 million advertising campaign )
Publication:Best's Review
Article Type:Brief Article
Geographic Code:1USA
Date:Jun 1, 2001
Words:352
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