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Liberty Biberty: The Mascot People Love to Hate

PR Campaign
Sunday 25th October, 2026

Liberty Mutual introduced Liberty Biberty, a fuzzy yellow mascot in its TV ads, and the character quickly became a target of online jokes, hate groups and even a small protest outside the company’s Boston headquarters. The insurer leaned into the reaction, saying the mascot was drawing attention and sparking conversation.

Why it worked: It turned online outrage into a measurable attention engine, amplified by a real-world protest that gave journalists a timely news peg.

The lesson: Consider seeding a playful, polarising element, then legitimise the chatter with a small offline stunt that reporters can photograph.

Liberty Mutual
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Coverage over time

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