Earning Center Stage - Dream
Big
MetLife Insurance Company has
skillfully created a brand identity that has international acceptance. The greatest advertising minds of our time
looked intensely into the hearts and minds of MetLife’s clients and employees
and found the Peanuts family. There are
not many people in the world who do not know Snoopy, Charlie Brown, Lucy,
Sallie, Peppermint Patty, or Linus. The focus of MetLife’s advertising is on
getting you to associate them with the infamous Snoopy. Snoopy simplifies their messaging and has
become their brand’s character.
When I reflect back on my 40 relationship
with Snoopy, I realize that I loved him before I really knew him. When I grew to know him, I loved him even
more. Wow!!! Would you love to work with
or for a Company that had that kind of impact on people? If you are not sure you love Snoopy, view the
trailer for the new Peanuts movie
DREAM BIG due in theatres November 6, 2015.
It is no surprise that MetLife
uses a plush toy version of Snoopy to help communicate their brand story. You may have received a miniature 5” Snoopy
Dog with blue MetLife T-shirt at a conference or upon meeting with an insurance
salesperson. Even if you are not in the
market for insurance or in the mood to speak with an insurance salesperson most
people will make the time to check out the latest MetLife Snoopy costume looks
like on the Snoopy plush toy.
A common question many
corporate advertisers or small businesses want to know is how we can order
Snoopy to give away at our next corporate event. Unfortunately, for most business owners the
licensing and royalty costs required outweigh the benefits. Since Peanuts is a household brand it makes
sense for companies like MetLife, Joe Boxer, Cannon, and Danskin, to invest in
associating with a character that hasn’t let anyone down since the 1950’s.
While many businesses will never hit the
“Center Stage” like MetLife and Snoopy, we can still learn valuable advertising
lessons from them. Audiences respond
very well to familiar items and the stories associated with them. So while you may not be able to use Peanut’s Snoopy
in your advertising, you have access to dogs and stuffed animals that people
relate to and love to collect in their homes.
In order to transform your dog into a Character for your brand, you must
give him a unique purpose, a relatable flaw, unique traits, and find ways to
tell his story. So DREAM BIG like Peanuts
creator and your corporation may end up making a large 12” Center Stage Snoopy
Plush Toy to recognize well deserved employees around the globe.
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