Volkswagen Rabbit hops around town

In a chocolate-based media push for the bunnymobile, the costumed car is flanked by Easter ambassadors handing out branded treats in high-traffic areas.

Today’s the last chance for urbanites to catch a glimpse of the Volkswagen Easter Rabbit, which this week has been hopping around cities dressed up as a bunny. Donning fur wheel coverings that look like paws, as well as ears, a tail and nose, the Rabbit is being driven around by Rabbit ambassadors, stopping at high-traffic areas like sports events and public squares, handing out VW-branded chocolates to passersby.

‘In the doom and gloom climate that we’re in at the moment, it’s really just a nice, make-you-laugh, fun thing that you don’t expect,’ Bruce Rosen, director marketing and communications at Ajax, Ont.-based Volkswagen Canada, tells MiC. ‘It was a spontaneous idea that came to life.’ It’s also a cost-efficient way to take advantage of the Easter link and raise awareness about the brand and the Rabbit specifically, he adds.

Originally developed in the 1970s, the current version of the Rabbit is driven by 25- to 44-year-olds, which is the target Rosen is hoping to reach with this promo. He says they hope to reach as many people as possible, but they may be limited to their chocolate order of 25,000 pieces. The Rabbit tour started Monday throughout Montreal, Toronto, Calgary, Edmonton and Vancouver.