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Famous Bunnies in Advertising: Analysis, Research, Facts


What is it with rabbits that have made them so darn appealing to use as icons anyway?

Perhaps it is their symbol of fertility and rebirth – after all, the angle of “new and improved” is better than “old and worn out” right? Or perhaps it is as simple as the irresistible nature of the soft and cuddly creatures.

Whatever the case may be, our furry friends have been featured under the pop culture spotlight for quite some time now.  Here’s a rundown of some iconic rabbits who have made their mark in our consuming lives.

1953 – Playboy Enterprises, Inc.

Privately held global media and lifestyle company, Playboy Enterprises, Inc.’s programming and content are available worldwide on television networks, digital platforms and radio. Today, Playboy Enterprises, Inc., combined with its subdivisions, engages in the development and distribution of adult entertainment – I did say rabbits symbolize fertility! The company is comprised of three business units: Publishing (magazine), Entertainment (electronic assets) and Licensing (Playboy name and bunny logo). Though annual revenue has been on a decline from 2007 ($339MM) to 2010 ($215MM), I don’t foresee a decline in sales of Playboy Bunny costumes any time soon…

1963 – Cadbury Crème Eggs

Despite the fact that rabbits do NOT lay eggs, Cadbury Brothers has seen its fair share of success.. While filled eggs were first manufactured by them in 1923, the Crème Egg in its current form was not introduced until 1963. Initially sold as “Fry’s Crème Eggs”, they were rebranded as “Cadbury Crème Eggs” in 1971. In the UK, these Crème Eggs are the best-selling confectionery item between New Year’s Day and Easter in the UK, with annual sales in excess of 200MM and a brand value of approximately £50MM.

Crème Eggs are produced by Cadbury UK in the United Kingdom and by Cadbury Adams in Canada. They are sold by Kraft Foods in all markets except the USA, where The Hershey Company has the local marketing rights. At the Bournville factory in Birmingham, UK they are manufactured at a rate of 1.5 million per day!

1974 – Volkswagen Rabbit (more commonly known as the Volkswagen Golf)

Volkswagen presented the first-generation Golf as a modern front-wheel drive, long-range replacement for the Volkswagen Beetle. The Volkswagen Golf is a small family car that has been marketed worldwide across six generations, in various body configurations and under various nameplates— as the Volkswagen Rabbit in the United States and Canada, and as the Volkswagen Caribe in Mexico.

This front-wheel drive was Volkswagen’s first successful replacement for the air-cooled Volkswagen Beetle. Historically, the Golf/Rabbit is Volkswagen’s best-selling model and the world’s third best-selling model, with one million cars sold within the first three years and more than 25 million built by 2007.



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