Lauren Mascitelli, Metropolitan Life Insurance Company senior vice president of e-business, advertising and communications, says the insurer's "Have you met life today" campaign is a repositioning meant to focus on total financial freedom, not just financial security.
"We are focusing on the Life in MetLife to mean more than life insurance," she explains.
According to Mascitelli, the brand repositioning reflects externally some transforming recent events within the company, the most prominent of which was Met's going public last year after a 132-year history as a mutual life insurer.
In addition, the company has adopted a new corporate vision, "to build financial freedom for everyone," which expresses its movement to full financial services and products.