MetLife today launched a new national brand advertisingcampaign 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 consumersface throughout their lives - the ifs in life.

The new brand platform is the result of MetLife's insights andsignificant consumer market research, which sheds light on evolvingtrends in consumer attitudes. First and foremost, individualsrecognize they are shouldering more of the financial burden and can nolonger count on the government, their employer or the stock market fortheir financial security. Consumers are also becoming increasinglyconscious of the risks they face. They understand that the core of asmart financial plan isn't about returns or yields - rather, it'sabout ensuring that their families protect their financial future. Atthe same time, research shows there are huge gaps between financialgoals and what consumers actually do to meet them.

"MetLife is leading the insurance industry in acting on changingmarket forces," said C. Robert Henrikson, chairman of the board,president and chief executive officer of MetLife, Inc. "This campaignis not only about preparing for the unexpected - it's about planningfor the expected. Consumers must understand that there are resourcesto ensure their financial security in lieu of the traditionalguarantees our parents relied on - such as Social Security andpensions."

"MetLife is keenly aware of a number of societal and market forcesimpacting the business and consumers' lives, and this strategydirectly addresses the key one: the fact that individuals areshouldering more of the financial burden than ever before. In this newage of uncertainty, consumers can't invest away their financial risks;they must insure for them," added Henrikson. Highlighting that "if" isa part of life, as well as part of MetLife's brand name, the campaigntouches on the key aspects of what consumers want today: guarantees,expert advice, a company they can depend on, and the confidence thatwill help them feel good about purchasing protection products. Thisemphasis on the MetLife name reinforces the value of the brand, whichenjoys virtually 100 percent name recognition.

"The new campaign speaks directly to MetLife's ability to helpconsumers create their own 'personal safety net' with guarantees tosecure their future," said Beth Hirschhorn, MetLife's vice president,Global Brand and Marketing Services. "The campaign has beenextensively tested with consumers and, as a result of viewing the newads, favorability ratings of MetLife doubled."

Throughout the company's history, one of the most valued assets ofMetLife has been the strength of the brand name, which enjoysvirtually 100 percent name recognition on an aided basis. The "if"commercial, designed to reach both men and women, will run on themajor networks and cable, and print ads will appear in a number ofmajor daily newspapers, news weeklies and magazines.

MetLife, a subsidiary of MetLife, Inc. (NYSE: MET), is a leadingprovider of insurance and other financial services to millions ofindividual and institutional customers throughout the United States.Through its subsidiaries and affiliates, MetLife, Inc. offers lifeinsurance, annuities, automobile and homeowner's insurance and retailbanking services to individuals, as well as group insurance,reinsurance and retirement and savings products and services tocorporations and other institutions. Outside the U.S., the MetLifecompanies have direct insurance operations in Asia Pacific, LatinAmerica and Europe. For more information about MetLife, please visitthe company's Web site at www.metlife.com.
 
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