In the past two years, as the "national trend" has become popular, more and more domestic brands have begun to re-enter the public eye with a youthful image. As the "White Rabbit" toffee that was the favorite of those born in the 80s and 90s when they were young, they teamed up with the national brand Maxam to launch the "White Rabbit" lipstick, which was sold out as soon as it went online, which shows how much Chinese young people love White Rabbit.

On White Rabbit’s 60th birthday, a White Rabbit exhibition was also held, where young people could take photos, play games, buy canvas belts and other peripheral gifts. It can be said that this grandma-level brand has become more and more popular. The younger.

Just recently, White Rabbit has traveled across the ocean and become an "Internet celebrity" on the streets of Los Angeles. A local ice cream brand, Wanderlust Creamery, has launched White Rabbit using White Rabbit toffee as raw material. The ice cream (containing an average of 1.3 toffees each) became a hit in the United States as soon as it was put on the shelves, and many people came to check in at Xiaohongshu.

Do Americans also like White Rabbit? There is a big question mark on this question. According to my analysis, Wanderlust Creamery launched this "The White" based on the following considerations:

1. To attract Asian consumers

Wanderlust Creamery stated that the production The original consideration for this toffee ice cream was to evoke the childhood memories of Asian customers, and in the video we can also see that most of the people queuing up are young people with "black hair." It can be seen that Americans have no cultural identity with White Rabbit toffee.

2. Hungry Marketing Limited Supply

On Wanderlust Creamery’s website, people ask every day, “Will White Rabbit Ice Cream be available tomorrow?” because Wanderlust Creamery’s policy is , it opens at ten o'clock every day and only serves 100 balls a day. Therefore, if you want to taste this ice cream, you must show the enthusiasm that we queue up to drink Heytea. This limited-supply hunger marketing policy is also the reason why White Rabbit ice cream becomes popular.

While young people in Los Angeles are busy grabbing White Rabbit, White Rabbit’s brand Fang Guanshengyuan also issued a statement saying that it has not authorized Wanderlust Creamery. It can be seen that the popularity of this ice cream is coming to an end. . However, it actually provides some new marketing ideas for our domestic brands. Next time, our domestic brand peripherals may really go global and become popular all over the world.