On Sunday, a small crowd took to the streets of Boston to protest, holding signs, chanting, with one person even appearing in full costume and face paint. The protest took place in front of the Back Bay headquarters of insurance company Liberty Mutual. The protest was not against some sort of corporate malfeasance, political, or even a social justice issue.
They were protesting the existence of Liberty Biberty, the new fuzzy yellow mascot that appears in the insurance giant’s TV ads.
People, for some reason, really hate the Liberty Biberty puppet.
There’s a Facebook page with over 40,000 people devoted to hating it. There’s TikToks. Reddit threads. I even saw a ghastly tattoo depicting the spherical character being fed into a meat grinder. John Oliver did a segment about it on HBO’s “Last Week Tonight” recently.
The concept of the ads is surreal and self-referential. Liberty Biberty is a yellow puppet who has appeared in a few TV ads so far. In one, he appears on someone’s car and tells them about the benefits of auto insurance, and then is carried off by a hawk. In another, he chats to a bored bartender, and then meets the aforementioned hunky actor prone to malapropisms.
Liberty Mutual is well aware of the, ahem, passionate response.
“We’re encouraged by how strongly people are engaging with him, whether they love him or feel differently,” Jenna Lebel, Liberty Mutual’s chief marketing officer for US retail markets, told Business Insider. “We’ve been encouraged by the early results, including independent testing that shows Biberty performing above average on attention and brand attribution.”
Insurance companies’ advertising strategies for the last decade or more has been focused on a series of recognizable characters like Flo from Progressive, Jake from State Farm, and “Mayhem” from Allstate. Let us not forget the forefather of them all, the Geico gecko. Liberty Mutual has also had Doug and the LiMu Emu, as well as a hunky actor prone to malapropisms — hence “biberty.” (Don’t worry: Doug and the LiMu Emu are still active, Liberty Mutual’s PR person assured me. Some complaints about Biberty were that people thought it had replaced the popular human/avian duo.)
Young people are watching less and less linear television, and so see fewer traditional ads, with one big exception: sports. Most of the people I talked to mentioned seeing the Liberty Biberty ads during baseball or football games, week after week.
The repeated exposure to the ads seems to be getting under people’s skin.
“I think Liberty Bibberty is just a disgusting little creature,” Connor Harvey, the organizer of the protest in Boston, told me. The 19 year old content creator from New Hampshire said that he considers himself a “sucker for weird advertising,” but that the fluffy yellow orb seems to be intentional ragebait — purposely meant to be annoying.
“The new Biberty campaign has definitely sparked a conversation, with a wide range of reaction and opinion. We’re listening to all of it,” Lebel said.
Zach Johnson, 40, manages a machine shop in North Carolina and was inspired to start the Facebook group “Liberty Biberty Hate” after seeing the ad multiple times while watching TV with his wife one night. “It’s a terrible mascot. Plus, they have more mascots than I can think of,” he said.
The over-the-top hate towards the mascot is certainly a bit tongue in cheek; although some people may find it genuinely annoying, it’s not offensive or tone deaf like the infamous Kendall Jenner Pepsi ad.
That means all that hate may actually be a good thing for Liberty Mutual.
“I think there’s a real opportunity right now to jump in and have fun with this moment in a way that, frankly, a lot of brands would absolutely die for,” said Simon Bruyn, ad industry vet and co-founder of the marketing strategy firm Significant.
“For that Gen Z and younger culture, who might be starting to get into insurance decisions, you suddenly have a very clean crossover into an internet nascent brand that feels like something you could really, really have fun with and play and own that idea of faux outrage,” Bruyn said.
Harvey, the protest organizer, isn’t in the market for home or auto insurance — for now. “I’m on my mom’s insurance,” he told me.
