Kung Hei Fat Choy! 2011

In recognition of the Chinese Lunar Year of the Rabbit, we celebrate eight (lucky) Rabbit brands / trade marks.

1.       Sartorial Bunny

The tuxedo clad rabbit image is the iconic brand of Playboy Enterprises, Inc., a business founded by great-great-grandfather figure Hugh Hefner.  The logo is used in connection with publishing, entertainment and licensing.

The bunny branding had a physical manifestation in the form of the Playboy Bunny costume.  This outfit was apparently the first service uniform registered with the United States Patent and Trade Mark Office (U.S. trademark registration no. 0762884):

US tm

2.       Eighteen carrot gold

The Gold Bunny, a hollow milk chocolate rabbit, has been produced by Swiss confectionery Lindt & Sprüngli AG every Easter since 1952.  The bunny is wrapped in gold foil with a red ribbon bow and gold bell.  Lindt also produces dark and white chocolate Gold Bunnies with dark brown and white ribbons respectively.

Several aspects of the Gold Bunny are protected by registered trade marks.

3.       Bunny power struggle

Rival battery producers Duracell and Energizer have used pink bunnies in various markets to promote their branded batteries and strength and stamina.

Not all has been sweet and fluffy, with various lawsuits between the two traders and their respective pink anthropomorphic rabbits.

4.       Run rabbit run

Australian professional rugby league team South Sydney Rabbitohs participate in the gladiator sport of the National Rugby League (NRL) premiership and use a rabbit image as their emblem.

Famously co-owned by fellow gladiator, Russell Crowe.

5.         White Rabbit

Happy new year to iconic Chinese brand, White Rabbit Creamy Candy.

Dating back to 1940s Shanghai, the confectionary was seen as nutritious and promoted by the slogan “Seven White Rabbit candies is equivalent to one cup of milk”.  In 1972, China’s premier even presented them as a gift to visiting president Richard Nixon.

Tainted by a recent contamination scandal, 2011 Chinese Lunar Year of the Rabbit may be the year for a prosperous come back.

6.       Character building

Given the massive modern industry of character merchandising it is sometimes it is difficult to know what comes first, the character or the brand.

However, we salute strong character brands Peter Rabbit, Bugs Bunny, Miffy and the happy couple Roger + Jessica Rabbit.


7.       Eat your greens

Royal Doulton Bunnykins tableware has been feeding middle class English children (and the Royal family) since 1934.

Originally created by nun Sister Barbara, the daughter of Cuthbert Bailey, chairman of Royal Doulton.

8.       Just add Rabbit

Cartoon Nesquik Bunny (a.k.a. Quiky) has been promoting Nestlé’s NesQuik  (formerly known as Quik) powdered milk beverage flavouring product since 1973.


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