DESIGNER

Grace Xu

PROFILE/DESCRIPTION

White Rabbit Creamy Candy is manufactured by Guan Sheng Yuan Food Group. These candies are produced in Shanghai, China. First widely popular in China in the 1960s, White Rabbit Candy is now popular worldwide. Not only do White Rabbit candies come in candy form, but the iconic logo has also been made into shirts, pillows, and more. Their classic milk candy flavor is being made into perfumes and other sweets. White Rabbit markets itself as a nostalgic and retro brand. They want their customers to remember the happiness of their childhood through their candies.

San Francisco County, California is the county where I want my ads to be placed. I chose this county because it has a very large Asian population, many of whom may remember White Rabbit candies from their childhood. I also chose this area because there are many wealthy younger families, who are typically more trendy. White Rabbit works to target the younger generations and appeal to them as “trendy” and “retro”. 

Brand advantages: health-conscious, well-known, long history 

Brand attributes: nostalgic, casual, playful, joyful, trendy, appeal to younger generations
Brand experience: nostalgic flavor, iconic logo, a reminder of a joyful childhood, famous rice paper coating, chewy, rich in flavor

GOALS

After seeing these posters, I want people to know about different white rabbit candy flavors that are not just the original flavor that people commonly know about. I also want people to want to be interested in and try out these new flavors.