NEW YORK, June 21, 2006 -- MetLife today launched a new national brand advertising campaign to help consumers create a guaranteed "personal safety net" and take control of their financial future. The new campaign, entitled "if", speaks about both the possibilities and uncertainties consumers face throughout their lives -- the ifs in life.
The new brand platform is the result of MetLife's insights and significant consumer market research, which sheds light on evolving trends in consumer attitudes. First and foremost, individuals recognize they are shouldering more of the financial burden and can no longer count on the government, their employer or the stock market for their financial security. Consumers are also becoming increasingly conscious of the risks they face. They understand that the core of a smart financial plan isn't about returns or yields -- rather, it's about ensuring that their families protect their financial future. At the same time, research shows there are huge gaps between financial goals and what consumers actually do to meet them.
"MetLife is leading the insurance industry in acting on changing market forces," said C. Robert Henrikson, chairman of the board, president and chief executive officer of MetLife, Inc. "This campaign is not only about preparing for the unexpected -- it's about planning for the expected. Consumers must understand that there are resources to ensure their financial security in lieu of the traditional guarantees our parents relied on - such as Social Security and pensions."
"MetLife is keenly aware of a number of societal and market forces impacting the business and consumers' lives, and this strategy directly addresses the key one: the fact that individuals are shouldering more of the financial burden than ever before. In this new age of uncertainty, consumers can't invest away their financial risks; they must insure for them," added Henrikson.
Highlighting that "if" is a part of life, as well as part of MetLife's brand name, the campaign touches on the key aspects of what consumers want today: guarantees, expert advice, a company they can depend on, and the confidence that will help them feel good about purchasing protection products. This emphasis on the MetLife name reinforces the value of the brand, which enjoys virtually 100 percent name recognition.
"The new campaign speaks directly to MetLife's ability to help consumers create their own 'personal safety net' with guarantees to secure their future," said Beth Hirschhorn, MetLife's vice president, Global Brand and Marketing Services. "The campaign has been extensively tested with consumers and, as a result of viewing the new ads, favorability ratings of MetLife doubled."
Throughout the company's history, one of the most valued assets of MetLife has been the strength of the brand name, which enjoys virtually 100 percent name recognition on an aided basis. The "if" commercial, designed to reach both men and women, will run on the major networks and cable, and print ads will appear in a number of major daily newspapers, news weeklies and magazines.
MetLife, a subsidiary of MetLife, Inc. (NYSE: MET), is a leading provider of insurance and other financial services to millions of individual and institutional customers throughout the United States. Through its subsidiaries and affiliates, MetLife, Inc. offers life insurance, annuities, automobile and homeowner's insurance and retail banking services to individuals, as well as group insurance, reinsurance and retirement and savings products and services to corporations and other institutions. Outside the U.S., the MetLife companies have direct insurance operations in Asia Pacific, Latin America and Europe. For more information about MetLife, please visit the company's Web site at www.metlife.com.