Bandits & Friends Builds Liberty Biberty Character for Liberty Mutual

Bandits & Friends developed Liberty Biberty, a new brand character for Liberty Mutual, according to a post from The Clios. The character anchors a character-led strategy set to roll out across media.

The announcement came via The Clios' LinkedIn on August 5, 2026. Details on media channels and rollout timing were not included in the post.

Liberty Mutual has run character-driven work before. LiMu Emu, introduced alongside actor Doug the emu, became a recurring device in the insurance category. Liberty Biberty enters that lineage as the latest addition to Liberty Mutual advertising built around a standalone character rather than a single campaign concept.

Character-led strategy gives an insurer a repeatable asset. Instead of building a new creative territory for every brief, the brand can extend one character across formats: TV, social, out-of-home, sponsorships. Liberty Mutual's past use of LiMu Emu followed that model for years, with the character appearing in dozens of spots and extensions since its debut.

Bandits & Friends is credited as the developing agency in the Clios Liberty Mutual post. No additional agency partners were named. The post did not specify budget, contract terms, or whether Bandits & Friends holds the broader Liberty Mutual account or was brought in specifically for character development.

The campaign places Liberty Biberty into an insurance advertising category where recognizable characters, GEICO's gecko, Progressive's Flo, Aflac's duck, have become standard tools for the category. Liberty Mutual's own LiMu Emu has held that role for the brand since 2020.

Further rollout details, including which channels will carry the character first and whether Liberty Biberty replaces or runs alongside existing Liberty Mutual advertising assets, have not yet been disclosed.