Gocompare.com "unlike any other financial publication you've ever read". In June 2009 the company launched an advertising campaign featuring a fictional Italian tenor called Gio Compario (pronounced: Jeo Campario) played by Wynne Evans. The advertisements feature 'Gio' singing the 'Go Compare' tune (inspired by Over There) in various locations, and was voted as the most irritating advertisement of both 2009 and 2010. In direct response to this reaction, Go Compare deliberately subverted the campaign in July 2012 by running a series of adverts where celebrity guests such as Sue Barker, Jimmy Carr, Stuart Pearce, Ray Mears, Louie Spence and Stephen Hawking
Compare the Meerkat and subsequently released a toy. In December 2014 Oleg was removed from adverts, but despite this the toy is currently still available. In addition to the seven main characters, there have been limited releases of the school teacher Maiya in a spy outfit, and baby Oleg in a safari outfit. To mark the launch of "" two new meerkat toys were released featuring Sergei in a Superman outfit and Aleksandr in a Batman outfit. In December 2016 two more toys were released as limited editions featuring Oleg as Olaf and a new character Ayana as Elsa from Disney's Frozen. To