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Liberty Mutual unveils new character for brand strategy
The insurer said the campaign will roll out across TV, streaming, social media, and creator collaborations.
Liberty Mutual Insurance has introduced its first new brand character in eight years, “Liberty Biberty,” positioned as the embodiment of a positive experience with coverage that is priced well.
The character was developed by Liberty Mutual and creative agency Bandits & Friends, and was crafted by Jim Henson’s Creature Shop. Liberty Mutual first used the phrase in a 2019 ad where an actor struggled to pronounce the insurer’s name.
Liberty Mutual said the character-led campaign is being rolled out across television, streaming, social media, media integrations, and creator collaborations. The company also said the new effort is designed to complement existing character-led creative rather than replace it.
In comments carried by Insurance Journal, Liberty Mutual’s chief marketing officer for U.S. retail markets, Jenna Lebel, said memorable characters help customers connect with the brand, and that Liberty Biberty is meant to feel timely and entertaining while staying distinct. Bandits & Friends group creative director Nicholas Bauman said the campaign turns a pronunciation flub into a standalone entity while tying it back to Liberty Mutual.