For the past 30 years, MetLife had been known as a friendly retail insurance company using the lovable Peanuts® characters as its primary branding device. But in 2016, the entire business changed, becoming a B2B company focused on employee benefits and thought leadership for businesses that range from having as few as 2 employees to as many as 10,000+. So we debuted a new look for the brand, devoid of Snoopy, and made a new pledge: to be for the workforce.
ANYTHING BUT SMALL
MetLife is unique among B2B benefits companies because it truly has offerings for businesses of all sizes. So for small businesses we adapted our "We’re for the Workforce” idea—we made it more personal and intimate, and showed our understanding of the unique needs of small businesses.