Liberty Mutual Insurance has introduced its first new brand character in eight years: Liberty Biberty, the embodiment of the warm, fuzzy feeling you get when you have great coverage at a great price.

Liberty Mutual first introduced the phrase “Liberty Biberty” in a 2019 ad in which an actor struggles to pronounce the insurer’s name.

The new character was developed and designed by Liberty Mutual and its creative agency Bandits & Friends and crafted by Jim Henson’s Creature Shop. The campaign is being rolled out across television, streaming, social media, media integrations and creator collaborations as part of Liberty Mutual’s broader character-led brand strategy.

“Liberty Biberty gives us a fresh way to show up in culture while staying true to what makes Liberty Mutual distinctive,” said Jenna Lebel, Liberty Mutual’s chief marketing officer, U.S. retail markets. “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.”

The insurer said the new campaign is designed to complement existing character-led creative, like LiMu Emu & Doug, rather than replace it. The expanded brand universe gives Liberty Mutual more ways to tell stories that are memorable, relevant and built for long-term recognition.

“Liberty Biberty was already hugely culturally relevant, and we saw this untapped potential as an opportunity for the brand to capitalize on,” said Nicholas Bauman, group creative director at Bandits & Friends. “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.”