MetLife is putting Snoopy and Charlie Brown to work in a new ad campaign slated to convey the message that the insurance company sells more than just insurance.

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MetLife will be running three different print ads in 19 publications, including Forbes, Money, Business Week, and Sports Illustrated.

The ads, which first appeared September 19, will underscore the fact that MetLife Financial Services, offers a full range of investment products including mutual funds, auto and home insurance and annuities.

The three different advertisements were created by Young & Rubicam, the New York-based ad agency. One ad features a MetLife financial advisor helping a client develop a diversified investment. Another ad showcases how a representative can help in sorting through mutual fund choices. The third explains that the impact of estate taxes on inheritance can be limited through estate planning, including life insurance.

"The campaign accentuates the ability of the company and its financial services representatives to solve a wide range of customer needs," said Kernan King, MetLife senior vice president, who heads up MetLife Financial Services. "We're able to do this because our financial services representatives possess the knowledge and choice of products that help clients to tailor solutions for their personal needs and financial goals."

The print campaign is a follow-up from the TV campaign introduced in the Spring of this year which first introduced MetLife Financial Services to the public. MetLife will continue to run a Fall television campaign focusing on specific consumer needs.

"Most consumers understand that companies the size of MetLife are quite diversified these days. We're driving home the point that good financial solutions require two things: a broad array of strong products and a professional financial services representative to help customers use those products intelligently," King explained.  

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