Go Compare brand boss calls comparisons ads shouty as he tones down Gio [Video]

The price comparison category is a loud one, filled with Italian opera singers, oligarch meerkats, wombats and talking bulldogs. But now, Go Compare wants to switch tactics and let its credentials take the spotlight.

Last month, Go Compare overhauled its brand identity, advertising and, most importantly, Gio Compario, its mascot of 15 years. Marketing director Paul Rogers tells The Drum that it wanted to distance itself from its competitors in what he calls a “loud” category.

“Price comparison is one of those categories where everybody does broadly the same thing and you are all shouting quite loudly to get attention,” he says.

The category has four major players in the UK: Go Compare, Compare the Market, Confused.com and Churchill. Each of them is a significant above-the-line advertiser that has built brand recall from repetitive TV ads.

“We all live in a fantasy world of singing Italian opera singers and talking …

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