Confucius, named after the ancient Chinese philosopher, will act as a spokesman promoting the brand.
The character, developed with Confused.com's first retained agency Farm, is being tested in the North and will be rolled out in new nationwide campaigns soon.
Confused.com marketing director Tom Bennett said Confucius was a ‘wise, other-worldly' character which would be ‘fun but not patronising'.
He said: ‘There is so much noise in the sector, we need to stand out from our rivals.'
The introduction of the character comes on the back of its existing ad campaign extolling the virtues of its new website.
The price-comparison site, which regularly features highly in both Adwatch's weekly ranking of ads with the highest recall and the annual Marketing/TNS survey of most irritating ads of 2008, has recently taken on a new strategy of using ads to promote positive customer experience as a differentiator.
Confused.com started the new-year with testimonial-style ads featuring You Tube users who give their opinions on the new site. The ads were created in-house, in collaboration with Wordley Production Partners.
Confused.com is currently reviewing its £25m media account, held by McCutcheon Norveil Consultancy since 2002.
A spokeswoman said: ‘We continually assess our relationships with suppliers to ensure we retain our competitive edge and this should not be interpreted as confirmation that we plan to change our incumbent suppliers.'
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