(CBS SF) – Snoopy has been handed the pink slip.

After 31 years (217 dog years) as the face of insurance giant MetLife Inc., the company said Thursday that it is launching a new global branding effort, marking the end of a long relationship with Charlie Brown’s beagle and the Peanuts crew.

READ MORE: UPDATE: 1st U.S. Case Of COVID Omicron Variant Confirmed In San Francisco

“We brought in Snoopy over 30 years ago to make our company more friendly and approachable during a time when insurance companies were seen as cold and distant,” said Esther Lee, MetLife’s global chief marketing officer. “Snoopy helped drive our business and served an important role at the time.”

READ MORE: Trevor Noah To Host 'The 64th Annual GRAMMY Awards' On CBS

But MetLife is spinning off its domestic retail life insurance business to focus more on corporate clients. Snoopy does not appear to hold the same marketing swagger with corporate America.

TM and © Copyright 2016 CBS Radio Inc. and its relevant subsidiaries. CBS RADIO and EYE Logo TM and Copyright 2016 CBS Broadcasting Inc. Used under license. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed. The Associated the contributed to this report.

MORE NEWS: 'Video Music Box' Founder, Hip Hop Influencer Ralph McDaniels Shares His Journey In New Showtime Documentary: 'This Music Is Really Powerful'