Ask anyone in Shanghai which candy they prefer and they’re likely to name White Rabbit as their favourite treat. With its iconic branding featuring…
Ask anyone in Shanghai which candy they prefer and they’re likely to name White Rabbit as their favourite treat. With its iconic branding featuring chubby cheeked rabbits on edible rice paper wrappers and iconic packaging occupying a distinctive place in China’s collective consciousness and culture, these candies remain popular all year round; particularly during traditional festivals like Lunar New Year, Mid-Autumn Festival and National Day holiday week.
The White Rabbit, one of Lewis Carroll’s iconic characters from Alice’s Adventures In Wonderland, has long been beloved. Young readers in particular can relate to its playful yet mischievous persona; its “drunken” and carefree approach often draws young readers’ admiration and sympathy.
As such, the brand’s positioning strategy reflects these values and the spirit of Alice’s journey. The White Rabbit represents pure happiness and self-discovery that encourages users to follow their own paths; this also underscores their dedication to quality and purity – their taglines like “Trick or Treat”, “Have a Good Cry”, and “Creamy Candy is the Essence of Milk” further emphasize its message.
White Rabbit represents more than aesthetics and cultural resonance; it also stands as a representation of shifting tastes away from European-centric flavours toward multicultural tastes. Their recent ice cream line now includes ingredients such as tamarind, green tea and sesame in its roster of ingredients; further demonstrating this trend reflected by cult brands like Ben & Jerry’s and Haagen-Dazs.
White Rabbit can thank its success to both global Chinese diaspora as well as its charming branding strategy for success. Chinese-Singaporean Lydia Kuan recalls White Rabbit being an integral part of her childhood household; now, she introduces it to her own children as part of their traditions.
White Rabbit has made quite an impressionful splash in the metaverse, releasing NFT footwear with US fashion brand Coach and engaging fans during 2022 when WWE superstar Bray Wyatt teased them by using an orchestral version of its song White Rabbit during live performances, alongside QR codes that linked directly to websites containing content related to Extreme Rules event.