MetLife is launching its first campaign since dropping Snoopy and the Peanuts gang.
It marks MetLife's first campaign since their global rebrand earlier in the fall — the company's first rebrand in the past 30 years.
In "We're for the Workforce," MetLife unites employers and employees under a single movement. It marries deep customer insights on an ever-changing workplace — now composed of four generations — with a mission to partner with and support employers.
A 30-second spot premiered on the Sunday morning news shows: CBS News Sunday Morning, CBS Face the Nation and ABC This Week with George Stephanopoulos. It will air through Dec. 23. Website and digital components also went live on Dec. 4.
The campaign includes online video, digital banners and social advertising with partners like Forbes, Bloomberg BusinessWeek, Fortune, The New York Times, Washington Post, The Wall Street Journal, Fast Company, CNN, SHRM, Human Resource Executive, LinkedIn, Facebook, and YouTube.
The digital and print creative features bold text in the MetLife color palette with simple, declarative statements addressed to employers. It will launch across B2B publishers, programmatic and paid social.
The goal of the campaign from Argonaut is to demonstrate how MetLife helps businesses navigate the changing workplace to meet the evolving expectations of their employees.
"We are embarking on a journey to up-end the long-entrenched norms of the insurance industry,” said Esther Lee, global chief marketing officer of MetLife, in a release. “We are focused on humanizing our industry and designing every customer experience to reflect the modern company we're becoming.”
MetLife's research revealed that organizations are experiencing unprecedented change in the nature of work, the workplace and the workforce. MetLife is the largest provider of employee benefits in the U.S., and as such, has a unique understanding of the challenges businesses are facing in becoming more competitive, it said.
The company announced the decision to discontinue using Peanuts characters in October.
"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,” Lee said a release. “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.”
Print ads with the new look began appearing Oct. 21 in the Wall Street Journal, The New York Times and the Washington Post. Additional advertising is running in Mexico, Korea and Japan.