SK-II and Great White Rabbit IP Collaboration for Chinese new year



SK-II and the Great White Rabbit have collaborated as the Year of the Rabbit in 2023 gets closer. The two brands are launching a limited edition of SK-II × Great White Rabbit 2023 to send good wishes and encourage customers to leap forward in the new year like a rabbit.

Key insights

Point of View

The Great White Rabbit has accompanied several generations in the last 60 years. With a large national base and reputation, the clever use of the harmonic name further amplifies the influence of the two brands.

Great White Rabbit is a reasonably priced Chinese milk candy brand, and SK- II is a well-known premium skincare brand. Even while the two collaborate creatively, there is a significant difference between the two in terms of brand tone and popularity. In fact, this is not the first time that SK-II has caused controversy because of the packaging issue, combined with SK-II’s previous packaging design in various forms. It’s such controversy that gives the brand more discussion and attention.

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