Compare the Market Introduces New Family Member

Compare The Market by World Branding Forum

Compare the Market has introduced a new character, the wombat, to it’s famous meerkat family.

The price comparison site has unveiled it’s new campaign with a TV ad featuring the new character, Carl, the wombat. Carl is Aleksander the meerkat’s unlucky Australian nephew whose actions often have unfortunate consequences.

The ad starts with Aleksander excitedly claiming to fellow meerkat, Sergei, that he can’t wait to meet his nephew. Carl then appears, falling down the escalators the wrong way. The ad ends with the tagline, “Don’t wombat it, meerkat it.”

Highlighting that everyone occasionally makes mistakes, the campaign hopes to encourage customers to be more sensible like meerkats as opposed to the bumbling wombat. This in turn should allow consumers to make better financial decisions.

Marketing Director at Compare The Market, Kristin Sonfield said: “We’re delighted to welcome a new character to the meerkat family, the loveable, well-intentioned yet hapless Carl. We all have those relatable wombat moments where we don’t get it right, despite our best intentions! So we wanted to create ‘don’t wombat it, meerkat it’ to show that’s OK, and that it’s what we do next that’s the main thing. The best way to make up for a bad decision, is to make a good one – to flip the switch and be more meerkat. Carl is a very welcome addition to the fold, and we can’t wait to see how his story develops – and how long Sergei can put up with him!”