White Rabbit: How to evolve from a sugar to a brand

White Rabbit: How to evolve from a sugar to a brand

This year marks the 60th anniversary of the establishment of the famous Chinese creamy candy brand, White Rabbit. Sixty years ago, the only thing people thought of when they thought of White Rabbit was a toffee of milk flavor; Whereas White Rabbit's product line now includes candy, perfume, shower gel, body lotion, hand cream and car fragrance etc. Today we're going to look at how the White Rabbit went from a sugar to a brand from a crossover marketing perspective.

A brief introduction

As the most famous and favorite candy in China, the White Rabbit has accompanied countless people through their childhood. At first, people remembered it because of its sweet milk flavor and it is easy to remember the name. White rabbit creamy candy is not only a famous brand in China and a well-known trademark in China, but also a product distributed in more than 40 countries and regions all over the world, becoming a popular favorite in the international market. White rabbit classic creamy candy series are now mainly: classic flavor, yogurt flavor, red bean flavor, cool flavor, chocolate flavor and so on.

Brand identity of White Rabbit

The logo of the White Rabbit is a jumping white rabbit, deeply popular. White rabbit creamy candy is the childhood memory of many Chinese people from my parents’ generation to mine. And White rabbit appears in many classic TV series and movies.Nowadays the brand has been becoming more and more popular because of its crossover marketing strategies: co-branding. 

White Rabbit perfume

"White rabbit creamy candy" became a hot search for "white rabbit perfume". So far, it has received 280 million reads and 69,000 discussions by the end of May 2019.
On the occasion of the children's day, the brand “Scent Library” launched a marketing campaign with the theme of "having a little childish", and launched a White Rabbit creamy candy perfume with rich imagination, which initiated the common pursuit of "taste" and aroused everyone's full childhood memories. They have since launched other fragrance products, such as shower gel and hand cream.

Creamy candy flavored milk

After the launch of the creamy candy perfume, White Rabbit put its claws into the milk industry; united Guangming Dairy sold White Rabbit creamy candy flavored milk milk.

The unique taste of the brand is something that can make users feel the beauty of the brand and even generate rich associations to firmly hold the users. All the time, White Rabbit creamy candy gives a person sweet taste, so a "milky fragrance" brand impression is indelible. Therefore, White Rabbit joined hands with Guangming Dairy to cross the border, selling milk sugar flavored milk, seemingly unexpected, in fact is also reasonable, the user also pay naturally.

Dull brands are easily forgotten by consumers. By unexpected new combination, this co-branding got enough gimmick, so it will naturally attract the attention of young people. With the familiar formula and package of creamy candy, it is easy to arouse the public's resonance for the national creamy candy and bring more social topic traffic to the brand of White Rabbit.

Creamy candy lip balm

Well aware of the younger generation's fondness for "showing affection", the White Rabbit brand teamed up with the Maxam brand last year to capture the online buzz of 920 (pronounced like" just love you " in Chinese) and sell White Rabbit lip balm, which has the same fragrance as its creamy candy.

Cream candy milk tea

Milk tea is a poison that young people can't get rid of. White Rabbit joined hands with Happy Lemon (famous street drinking brand) to open a "White Rabbit milk tea shop". Based on the concept of "double happiness", it innovatively launched white rabbit Snow White love lemon, White Rabbit crystal ball milk tea and other white rabbit milk tea.

With a cup of fashionable tea drink, White Rabbit passes happy connotation to consumers' hands.

So far, whether it is lip balm, milk tea, or fragrance, clothing, they are along the White Rabbit creamy candy as the center, to taste, smell, visual extension of the 'brand matrix' expansion, and eventually form White Rabbit as the center of the emotional connection network.

From this brand, we can also see that fashion is a circle, and every classic brand can become a trend again and regain new life.

"Keep the classic, play the trend." White Rabbit  will give us what kind of surprise next? Let's look foward to it.

Siqi SHA

Reference

https://baike.baidu.com/item/%E5%A4%A7%E7%99%BD%E5%85%94%E5%A5%B6%E7%B3%96

http://www.sohu.com/a/320778811_120088477

https://baike.baidu.com/item/%E5%A4%A7%E7%99%BD%E5%85%94/3366408