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BEIJING, Oct. 22 (Xinhua) -- U.S. insurance giant MetLife is saying goodbye to Snoopy and other members of the Peanuts gang, ending a three-decade-long branding relationship.
The New York-based company called the decision the "most significant change" to the brand in decades, saying it was part of an effort to update its corporate emblem for international competition.
As one of the most recognizable figures of American cartoon, Snoopy has been adopted as the face of MetLife since 1985.
"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. Snoopy helped drive our business and served an important role at the time." said Esther Lee, MetLife's global chief marketing officer, in a statement.
"We have great respects 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," the New York Times quoted Lee as saying.
The new image of the company will be rolled out globally through 2017.
