MetLife has given Snoopy his walking papers.
After proudly serving the insurance company for 30 years, Snoopy is being put out to pasture as part of a company-wide “refresh” aimed at portraying MetLife as more sophisticated and financially savvy.
The beagle who has been appearing in MetLife ads since the 1980’s is not the sort of symbol they say they now need.
“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 chief marketing officer Esther Lee.
“Snoopy helped drive our business and served an important role at the time,” she added. “We have great respect for these iconic characters. 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.”
In other words, Snoopy and the Peanuts gang — as loved and symbolic as they are — are not the kind of symbols the company wants representing them in these times of doing whatever is necessary to make all the money you can possibly make.
You’ve got to admit, the Peanuts characters have never been known for their financial savvy.
Making obscene profits, and being able to talk with saying anything, are vital skills for the modern day American company.
MetLife seems to have that second part down. It’s not until the bottom of its press release about ushering in a new era that the company press release mentions the phasing out of Snoopy and the Peanuts gang — not until after they go on and on (and on) about their bold new company logo.
It’s the letter “M” — but not just any “M.”
“MetLife’s new visual branding is built around a clean, modern aesthetic,” the press release says. “The striking new brandmark brings contemporary blue and green colors together in a symbol of partnership to form an M for MetLife.
“The iconic MetLife blue carries forth the brand’s legacy, but has been brightened and now lives alongside a new color – green – which represents life, renewal and energy. The broader MetLife brand palette expands to include a range of vibrant secondary colors, reflecting the diverse lives of its customers.”
Zzzzzzzz. Good grief! AAUGH!!!
And Snoopy will no longer appear on the MetLife blimp.
Don’t cry too much for him, though.
He has plenty on his plate, or in his bowl.
PETA has offered him a job, at least in a tongue in cheek way, as mascot of its doghouse donation program.
Likely, he won’t jump at that, because he’s already sitting pretty. He — or at least descendants of his creator — still reap profits from arrangements with Hallmark, Warner Bros. and Target, CNN reports.
The Peanuts brand has more than 700 licensing agreements in about 100 countries, according to SEC filings. Iconix Brand Group (ICON) partnered with the family of Charles M. Schulz to buy the brand from two publishing houses for $175 million in 2010.
His TV specials will probably be watched by our great great grandchildren.
And he still has his gig with the Macy’s Thanksgiving Day Parade.
Snoopy has floated down Broadway 39 times, more than any other character.
Let’s see an “M” do that.
(Woof in Advertising is a recurring ohmidog! feature that looks at how dogs are used in marketing. You can find earlier posts in this archived collection.)
Posted by John Woestendiek October 27th, 2016 under Muttsblog, videos.
Tags: advertisements, advertising, animals, charlie brown, commercials, company, corporate, dogs, dogs in advertising, dropped, fired, image, insurance, logo, lucy, marketing, met life, metlife, peanuts, perceptions, pets, snoopy, symbols, woof in advertising
Leave it to a tissue-making company to come up with a tear-jerking dog ad.
And while I’m surprised it has taken them this long, I’m very glad they did.
This Kleenex social marketing video features Chance, a dog who was left partially paralyzed after he was hit by a car. He was scheduled to be euthanized when a San Antonio rescue organization pulled him from the shelter and found him a home.
That home was with Mike, who isn’t “wheelchair-bound” by any means, but also uses one to get around.
“My husband was like we have to get him because nobody is going to love him like we’re going to love him,” his wife Stacey recalls.
San Antonio Pets Alive reports on its blog that Chance was “more than ready to be in the spotlight.”
The video depicts how Chance and Mike don’t let too many things get in their way, and how they seem to bring out the best in each other.
“I knew his struggles as well as mine, and I knew we could overcome those obstacles together,” said Mike.
“The difference Chance makes in my life is the happiness and the courage to know that there isn’t anything that anybody can’t do.”
(This series looks at how dogs are used in advertising. You can find more of our “Woof in Advertising” posts here.)
Posted by John Woestendiek June 30th, 2015 under Muttsblog, videos.
Tags: ads, advertisements, advertising, animals, chance, commercials, disability, dogs, in, kleenex, marketing, pets, san antonio pets alive, social media, wheelchairs, woof in advertising, woof!
This isn’t a new ad from Pepsi, but it’s a memorable one — and a reminder to all those who own both a cat and a dog that, when anything mysteriously goes awry at home, it’s always the cat’s fault.
Yes, no doubt about it, clearly the cat’s fault.
(Woof in Advertising is an occasional feature on ohmidog! that looks at how dogs are used in marketing. To see more Woof in Advertising posts, click here)
Posted by John Woestendiek August 19th, 2014 under Muttsblog, videos.
Tags: ad, advertisements, advertisers, advertising, animals, blame, cat, commercials, dog, dogs, fault, golden retriever, marketing, media, pepsi, pets, sandwich, video, woof in advertising, woof!
I predict this 60-second Budweiser commercial is going to cause more tears than any fumble, any interception, or even the final outcome of Sunday’s Super Bowl.
Called “Puppy Love,” the ad depicts a special friendship between a yellow lab puppy and a group of Clydesdales.
As the storyline goes, the puppy and the Clydesdales have become best of interspecies friends while residing at “Warm Springs Puppy Adoption Center.”
When his new owner finally gets him in the car and takes off, the Clydesdales stage a coup.
They chase after the car as the pup sadly looks back out the window. They block the car’s path, and the next thing we see is pup and Clydesdales happily trotting back to the farm.
It’s all set to the tune of “Let Her Go” by Passenger.
The ad was posted on YouTube four days before Super Bowl XLVIII, and in less than a day it was viewed by more than 4 million.
(WIA is an occasional feature in ohmidog! that looks at how dogs are used in advertising)
Posted by John Woestendiek January 30th, 2014 under Muttsblog, videos.
Tags: 2014 super bowl, ad, adoption, ads, advertisements, advertising, animals, budweiser, clydesdales, commercials, dogs, dogs and horses, dogs in advertising, farm, friendship, heartwarming, horses and dogs, interspecies, labrador retriever, let her go, passenger, pets, puppy love, super bowl, super bowl 2014, super bowl XLVIII, video, warm springs puppy adoption center, woof in advertising, yellow lab
What can sell cars even better than a cute dog?
How about an entire family of them?
Subaru — the automobile company that has long embraced, catered to and capitalized on canines in its commercials — has released a new series of ads that follows the travels of a family of four retrievers.
And while it’s just in time for the Super Bowl, you probably won’t see the ads during the big game. Once again, Subaru is opting to be a Puppy Bowl sponsor instead.
Subaru’s “Meet the Barkleys” campaign consists of four 30-second spots in which the canine family experience some mini-dramas. In this one, dad ends up in the doghouse for appearing a little too interested in an attractive female pedestrian.
In the ads, the dogs aren’t just along for the ride, they’re in charge, and on their own. Dad drives. Mom navigates. And they youngest offspring — just a pup — sits in his child seat.
Produced by Carmichael Lynch and director Brian Lee Hughes of Skunk, the ads are enhanced with CGI, but the dogs are real, and Subaru offers a website where you can learn more about them.
Stevie, a 4-year-old female yellow Lab, plays the mom, and lives with Auggie in real life as well. She was rescued from an animal shelter in Pasadena and started training as an actor just six months ago.
Playing the role of little brother is Sebastian, a 12-week-old (at the time of filming) golden retriever from Moorpark, California.
From the same California breeder came Sadie, six-months-old, a golden retriever who plays the role of the daughter, and who, in another one of the ads, raises dad’s suspicion when she lingers a little too long in the car when her date brings her home.
While that’s one of two ads that shows the dog family acting out distinctively human type dramas, the other two show their doggie side — as in going ballistic at the sight of a mail truck. Then there’s what happens when the family takes a break from their road trip to stop at a convenience store:
Posted by John Woestendiek January 27th, 2014 under Muttsblog, videos.
Tags: ads, advertisements, advertising, animals, automobiles, barkleys, cars, commercials, dogs, dogs in advertising, driving, golden retrievers, mail truck, marketing, media, pets, poodle, puppy bowl, retrievers, subaru, super bowl, video, woof in advertising, yellow lab
The mailed feces was sent along with this note: “Your bulk mailer has purchased a bogus name. Our dog does not need Medicare insurance and has never written a letter nor called Anthem requesting such trash … When are these solicitations going to stop arriving? Well, let’s see if you like your trash back. What comes around, goes around!”
The family, pointing out they were tired of the insurance company’s “crap,” addressed the package to “Expert A–holes” and ended the letter by saying, “Bon appetite.”
Anthem Blue Cross Blue Shield told police it was the second time in two months they’ve received dog feces in the mail at their Virginia Avenue office. A similar delivery came in March.
Police have passed the complaint onto the postal inspector, according to Fox 59 in Indianapolis.
Anthem employees sealed the latest shipment in a plastic bag to hand over to inspectors, according to RTV 6.
The most recent letter had a return address, but police were unsure if it was authentic.
Posted by John Woestendiek May 30th, 2013 under Muttsblog.
Tags: addressed, advertisements, advertising, animals, anthem, blue cross blue shield, dog, dogs, feces, health, health insurance, indianapolis, insurance, junk mail, pets, poop
Here’s my theory: The more ghost signs a town has, the more ghosts it probably has, too.
Butte, Montana, it should come as no surprise, has plenty. Of both.
Here are some of the ones that, during just 30 minutes of driving around town one day this week, we came across — touting cigars, beer and hotels that have all been long outlived by their hand-painted advertisements.
Flor de Baltimore was a cigar brand that appears to go back at least a century or so. I’m not sure if its named after Lord Baltimore, the founder of Maryland, or the city. I’m guessing Flor means flower, which isn’t the first thing that Baltimore brings to my mind, but maybe the imagery the city evoked was different back then.
Most of the signs are for hotels — long since gone, but luxurious in their day, and even fireproof, which was a good thing considering all the mining executives who were probably lighting up Flor de Baltimores in their beds.
Now, only about a third as many people live here. Mining, though it still goes on, is nowhere near what it once was. You can’t find a good whorehouse when you need one (and they say the defunct one is haunted). And nobody’s drinking Butte Special Beer. It was brewed by a company that, more than 100 years old, closed in 1963.
There’s a big difference between what was in Butte and what is in Butte. Some look at Butte and see a depressing town; some see a fight-hardened survivor, a town that’s testament to man’s resiliency. Some see only its rough edges; some see its rich and colorful history, faded over time.
The New Tait hotel is not only not new anymore; it’s non-existent, but the old sign remains, as does the building, since converted into apartments.
Butte is the hometown of Evel Knievel. One of its tops tourist draws is a huge mine pit, part of a Superfund site that encompasses the historic district as well. If towns can be eccentric, Butte is — and quite proudly so.
But it’s also haunting — a place where the sun and clouds cast shadows that crawl, tarantula like, up and down its high hills; where mining has left poisons lurking, zombie like, beneath the surface.
Today, Butte is equal parts defunct and funky; gritty and, if you look hard, graceful. The ghost signs bring back memories of the freewheeling greatness that was; but they also are reminders to Butte that, in some ways, it’s a has-been.
But has-beens — and I know some, personally — seem to love regressing to the glory days, recalling better times. When the present’s not so great, the past seems more worth revisiting.
The trick is to not get stuck there — to appreciate what was, but keep looking at what could be … all, of course, while not forgetting to appreciate what is.
Before it fades away.
Posted by John Woestendiek November 3rd, 2010 under Muttsblog.
Tags: advertisements, advertising, america, animals, beer, butte, cigars, dog's country, dogs, dogscountry, environment, fading, flor de baltimore, ghost, ghost signs, hand painted, history, hotels, legacy, memories, mining, montana, nostalgia, painting, pets, road trip, signs, traveling with dogs, travels with ace, west