Liberty Mutual turns slogan into brand icon

The campaign builds on the insurer's investment in memorable brand characters within the insurance category

Bandits & Friends has developed Liberty Biberty, a brand character for Liberty Mutual Insurance, expanding the insurer's long-running character-led advertising strategy.

Created in collaboration with Jim Henson's Creature Shop, the character is inspired by the phrase Liberty Biberty, which first appeared in a 2019 Liberty Mutual commercial featuring an actor mispronouncing the company's name. The campaign introduces the phrase as a visual brand asset across television, streaming, social media, media integrations and creator collaborations.

Character expands brand platform

According to Liberty Mutual, the campaign builds on the insurer's investment in memorable brand characters within the insurance category. Liberty Biberty is designed to complement existing characters, including LiMu Emu & Doug, while reinforcing the company's focus on brand recognition.

The new character is presented as the embodiment of the reassurance associated with having insurance coverage at a competitive price.

Agency builds on familiar advertising phrase

Bandits & Friends developed the campaign by turning an expression already recognised by audiences into a standalone character. Jim Henson's Creature Shop was responsible for bringing the design to life.

The insurer said the expanded character portfolio provides additional opportunities to develop long-term storytelling across multiple marketing channels while strengthening its brand identity.

Campaign rolls out across media channels

The integrated campaign is being deployed across television, streaming platforms, social media, media partnerships and creator collaborations as part of Liberty Mutual's broader marketing strategy.

Jenna Lebel, Chief Marketing Officer, US Retail Markets, Liberty Mutual: "Liberty Biberty gives us a fresh way to show up in culture while staying true to what makes Liberty Mutual distinctive. We have long believed that memorable characters help people connect with our brand, and Liberty Biberty builds on that proven strategy in a way that feels timely, entertaining and unmistakably Liberty Mutual."

Nicholas Bauman, Group Creative Director at Bandits & Friends: "Liberty Biberty was already hugely culturally relevant, and we saw this untapped potential as an opportunity for the brand to capitalize on. So, we turned a flubbed line into an entity in and of itself, while tying it back to Liberty Mutual. And a fuzzy, yellow manifestation of the feeling of great insurance made perfect sense to us."

www.libertymutual.com

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