The state election campaign is going to get personal, with Liberal candidates told to directly target "Comrade Andrews".

The Victorian Liberals are set to launch ferocious personalised attacks on Premier Daniel Andrews, in an attempt to paint him as a liability for Labor.

Internal Liberal strategy briefings show the Liberals will target Mr Andrews heavily, running the risk of a dirty election campaign featuring two leaders trying to destroy each other’s reputations.

But Labor campaign planners have told Fairfax Media they believe Mr Andrews’ personal brand is strong in regional Victoria and metropolitan Melbourne. They say their research refutes suggestions the premier is disliked.