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Was Snoopy fired by MetLife for being too white?
By Ed Straker
After more than 30 years of using Snoopy as its mascot, the insurer MetLife is parting ways with the famous beagle from Peanuts.
Have a look at MetLife's recent marketing campaign for some elaboration:
This does make it seem more likely that Snoopy was fired for being a white, heterosexual beagle. If you think about the Peanuts comic strip and cartoons, most of the characters were white. There was only one black child, there were no Hispanic children, everyone spoke English (except adults), there were no lesbians or even kids transitioning to other genders (unless one counts Marcie). Peanuts hardly represented the kind of "box-checking" MetLife seems to be doing now.
Questions for discussion:
1) If Snoopy was fired for being too white, do you think a more diverse cartoon character like Goofy might be more appealing to MetLife?
2) Do spokesmen need to be of the same race to appeal to customers? For Caucasian readers, would you be more likely to buy pancakes if Aunt Jemima were white? Would you buy more rice if Uncle Ben were black and the rice were white, or if Uncle Ben were white and the rice were brown?
Ed Straker is the senior writer at NewsMachete.com.
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