Auspicious rabbits welcome the spring, and the atmosphere of the New Year depends on them

Major brands started their Spring Festival marketing at the end of December last year. Whether it was limited edition products or limited edition packaging, major brands used red and prosperous designs to create a Spring Festival atmosphere. The author of the following article counted the limited edition products of 30 brands in the Year of the Rabbit, and let's take a look at how the brands "welcome the Spring Festival with the Rabbit".

1. Cultural and creative peripheral products

Cultural and creative products mainly feature the image of the Year of the Rabbit. Whether it is a product or limited edition peripherals, the cute rabbit image is used to attract consumers to buy, and at the same time, communication with users is established using activities or anniversaries as the theme.

1. Pop Mart

The trendy toy brand Pop Mart routinely launches New Year blind boxes, designing its 17 IPs into elements related to the Year of the Rabbit, attracting wealth and good luck... Each one symbolizes the wishes for the Year of the Rabbit.

Pop Mart Year of the Rabbit Series Blind Box

In addition, Pop Mart also launched Bubble Grains, with the classic red and gold New Year color design, bringing a full festive atmosphere.

Pop Mart New Year Cute Grains

2. Keep

Keep has launched a limited edition running medal for the Year of the Rabbit, "Lucky Rabbit Coming", and a refrigerator magnet set from the same series. It uses festive lucky rabbits holding gold ingots and auspicious New Year words as design elements to convey New Year blessings to users. Users can get medals by signing up for the Guimao Rabbit Year Spring Festival online run.

Keep "Lucky Rabbit" series

In addition, Keep has also launched the "RUN Rabbit 2023" New Year's Run in Beijing Olympic Forest Park. You can run out of the "Rabbit Route Map" according to the designated route and get virtual badges.

Keep "RUN Rabbit 2023" New Year Run

3. Disney

Disney also launched new year peripherals, with its most well-known animated characters dressed in new clothes for the Year of the Rabbit to celebrate the Chinese New Year. There are not only dolls in festive costumes, but also rabbit-eared tumblers, which rabbit lovers and Disney fans can't stop.

Disney New Year Peripherals

4. The Final Battle of Heian-kyō

The fifth anniversary of Battle of Onmyoji coincides with the Year of the Rabbit, so the fifth anniversary commemorative coin was launched to express gratitude to users. The front of the commemorative coin is made of metal, implying the resounding "Beijing sound"; it is inlaid with jade, implying the "jade vibration". The back of the coin uses a rabbit pattern to express the blessing of "auspicious rabbits welcome the spring, and drums beat in harmony".

Battle of Heian-kyō 5th Anniversary Commemorative Coin

2. Clothing, Shoes and Boots

Clothing and shoes are not limited to the image of the rabbit, but extend more design concepts based on it.

1. Fauvism

The Beast launches the New Year limited edition "Little Bunny Has Show" home furnishing series, which includes all the New Year elements, from home clothes, pillows to four-piece bedding sets, adding a lively atmosphere to the arrival of the New Year.

The Beast "Little Rabbit" Home Furnishing Series

In addition, The Beast has also launched a New Year limited fragrance series with the champagne brand Belle Epoque. Champagne combines sweet fruity aromas with bubbles, and then uses fragrance to create a slightly tipsy atmosphere, creating a festive atmosphere. The gift box is in the shape of a traditional Chinese rabbit lantern, and the tipsy bunny designed by the illustrator adds to its cuteness.

The Beast x Beautiful Time collaboration

2. Vans

Every year, Vans collaborates with young Chinese art groups to create a joint series during the Lunar New Year, hoping to unleash potential and break through creative boundaries in the new year through creativity.

This year, Vans and toy IP image "Miro & Wujo" launched the Vans × Miro & Wujo Rabbit Year joint footwear and apparel series. It hopes that consumers will bring the "rabbit spirit" to start the exploration journey in the Year of the Rabbit, expressing the brand's design concept of hoping that everyone will have a "rabbit" breakthrough.

Vans × Miro & Wujo

3. CONVERSE

As the New Year is approaching, Converse launches the "Naughty Rabbit" series, sending out the blessing of "prosperous new clothes to welcome the New Year, and good luck will come with the rabbit."

Whether it is the classic 1970S LOGO transformed into a golden Year of the Rabbit coin sticker, or the iconic asymmetrical details and deconstruction splicing design, the prosperous atmosphere and cute rabbit elements are full of details.

Converse "Naughty Rabbit" Series

In addition, Converse also launched the "New Year Joy Series" with "joy" as the design inspiration, printing sincere and beautiful blessings on the shoe body through ink printing and gold embroidery techniques.

Converse "Happy New Year Series"

4. ARCTERYX

Arc'teryx changed its brand logo from a bird to a rabbit for the first time, launching the Year of the Rabbit Zodiac Series. The rabbit pattern on the clothing expresses the theme of "the spirit rabbit shines in spring, following the freedom", capturing the philosophy of "freedom" and admiring Chinese landscape.

Arc'teryx Rabbit Year Series

5. NewBalance

New Balance launches a limited series of shoes for the Year of the Rabbit. The "rabbit" breaks the single rule and designs multiple styles. Avant-garde or retro, novel or classic, sports or casual, New Balance uses the spiritual and multifaceted rabbit as inspiration to show all kinds of styles.

New Balance Year of the Rabbit Limited Edition

3. Food and Beverages

Food and beverage brands focus on joint brands, and joint brands with existing rabbit image IPs are the most labor-saving way to attract consumers. Both brands and IPs can gain a wave of popularity during the Year of the Rabbit.

1. Haidilao

Haidilao and Miffy launched co-branded peripherals, including the "Porcelain Perfection" porcelain set, the "Spring Breeze" blessing gift package, the "Lucky Rabbit Welcoming the Spring" viewing mug... There are many brands that use the rabbit image IP as the co-branded object, but Haidilao has launched a lot of limited peripherals, allowing fans to fully get the New Year atmosphere.

Haidilao×Miffy joint peripherals

2. Daily Fresh Words

Daily Fresh launched the "Love Bottle" for the Year of the Rabbit, which is themed on paintings by autistic children, and joined hands with autistic children to send people good wishes for the Year of the Rabbit. The brand not only called for a good deed with the "Love Bottle", but also announced that it would donate part of the proceeds from the Love Bottle to help autistic children and convey love and hope.

Daily Fresh Words: Year of the Rabbit "Love Bottle"

3. RIO Cocktail

RIO launched a limited edition kumquat tequila flavor for the New Year, which combines seasonal kumquats with Mexican tequila, and also implies a good taste of "orange". In addition, it also launched soft and cute rabbit peripherals, attracting consumers with the combination of fine wine and cute things, and realizing the wish of "cute rabbits bring good luck".

RIO releases a limited edition New Year limited edition

RIO New Year's peripherals

4. Cha Yan Yue Se

Cha Yan Yue Se launched the "For Good Luck" Year of the Rabbit gift box, which has a prosperous appearance and is matched with 5 New Year's goods with different meanings. "I hope this box has good meanings and can help everyone welcome a smooth Year of the Rabbit."

Cha Yan Yue Se "For Good Luck" Year of the Rabbit Gift Box

In addition, Cha Yan Yue Se has also launched 4 new Year of the Rabbit series peripherals: rabbit pendants, canvas bags, aromatherapy ornaments, and foot bath balls, retaining consumers' hearts with their cute image and healing tea fragrance.

Cha Yan Yue Se Year of the Rabbit Series Peripheral Products

5. Holiland

Holiland and Wanglaoji jointly launched new year products at the coming of the new year. The herbal tea cake jar, herbal tea pastry tube and gift box are all themed "good luck and good fortune". The four innovative pastries in the gift box not only have the shape of auspicious rabbits, but also show the blessing of "eating for good luck and auspiciousness".

Holiland×Wanglaoji Joint

6. Telunsu

Telunsu draws on the healing colors of the Ulan Buh Desert Oasis to give its products a new look, launching the "Better Colorful Limited Edition" desert organic pure milk. The new year's new look includes 9 colors, inspired by the true nature of nature, and opens a colorful 2023 with consumers.

Telunsu "Better and More Colorful Limited Edition"

Among the 9 outstanding packaging, Trunusu also reserved one "Trunsu Blue", inviting consumers to hand-paint the blank bottle.

7. Carlsberg

Carlsberg also worked hard on packaging, teaming up with artist Ruan Feifei to create a limited edition packaging. The rich oriental colors outline 8 auspicious rabbits, and the patterns of flowers blooming and gold coins filling the house are also good wishes for the New Year.

Carlsberg New Year limited edition packaging

8. Sanyuan Food

"Year Hare Affair" makes people feel proud to be "flower growers". This year, Sanyuan chose to co-brand with this animation and launched a limited edition package. Four rabbit images, "Lucky Rabbit Heralds Spring", "Year of the Rabbit Has Abundance", "Great Development Rabbit" and "Money Rabbit Has No Limits", send blessings to consumers.

Sanyuan Foods×"Year Hare Affair"

9. Nongfu Spring

Nongfu Spring has chosen to continue using the zodiac bottle as in previous years and launched the 2023 Year of the Rabbit Collector's Edition glass-bottled natural mineral water.

Nongfu Spring Golden Rabbit Water

The Rabbit Year glass bottles, limited to 100,000 sets, are still the familiar “only given away, not sold”. Scan the QR code on WeChat to participate in the “Good Water, Prosperity and Fortune in the Year of the Rabbit” mini program interaction and have a chance to win Golden Rabbit Water for free.

10. Coca-Cola

Coca-Cola launched the "Rabbit Fun Box", a limited edition gift box for the Year of the Rabbit. Rabbits in different poses are featured on the bottle, perfectly suited for the moment of family reunion. The six rabbit images are the six members of the Coca-Cola Rabbit family, which also highlights the brand's New Year theme of "reunion and happiness".

Coca-Cola "Rabbit Fun Box"

11. Luckin Coffee

Luckin Coffee chose to bring back its Oiran series of products at the beginning of the Year of the Rabbit, blending the rich aroma of flowers and coffee. In addition, there are also "Winning the Year of the Rabbit" paper bags and cup sleeves co-branded with Han Meilin, further enhancing the atmosphere of the New Year.

Luckin Coffee Oiran Series

4. Beauty and skin care

Beauty and skincare brands focus on packaging. Whether it is traditional Chinese paper-cuts or festive rabbit images, they all highlight the efforts made by the brands during the Spring Festival marketing period.

1. SK-Ⅱ

2. Estee Lauder

3. Innisler

4. Avène

5. Fresh

6. Clinique

7. L’Oréal

In addition to SK-II and L'Oreal, which both chose to collaborate with IPs, other beauty brands have also made a fuss about packaging. The timeless red and gold color scheme and the fancy use of the auspicious rabbit image are all good choices for the Year of the Rabbit design.

5. Electronic products

For electronic products, much effort is put into the product image, using the product as the theme to create a New Year atmosphere.

1. BEATS

BEATS and BURTON have launched the 2023 Year of the Rabbit limited edition gift box for friends and family, linking the fun of sports with music. Unlike other brands with a prosperous atmosphere, BEATS chose deep colors to cater to the theme of the Year of the Rabbit.

The headphones are specially customized with lavender stripes, the image of the zodiac rabbit and a crescent moon pattern, and are paired with snow goggles embroidered with the outline of the zodiac rabbit, all of which have a striking effect.

BEATS×BURTON

2. OPPO

OPPO launched the golden family bucket on the occasion of the New Year. The gold and red color scheme highlights the traditional Chinese rich temperament. The family bucket setting makes the product category very complete, and it can be said that there are all the New Year gifts for the whole family.

OPPO Gold Family Bucket

3. Apple

Like previous years, Apple also launched the Year of the Rabbit logo, combining the apple pattern with the rabbit.

Apple Year of the Rabbit Logo

In addition, Apple also launched a special edition of AirPods Pro for the Year of the Rabbit, with the Year of the Rabbit logo added to the body. The Chinese red packaging is also filled with a festive atmosphere, which is very suitable for friends in their zodiac year.

AirPods Pro Year of the Rabbit Special Edition

After seeing so many brands’ limited edition products for the Year of the Rabbit, are you dazzled? Come to the comment section and tell us which one you like best!

Author: TOP Jun

Source: TopMarketing (ID: TMarketing), when it comes to Marketing, Top is a belief - TopMarketing.