Angelito Araneta Jr's gold and diamonds decorated rabbit-shaped sweet rice cakes have a very high demand among the wealthy Chinese-Filipinos who traditionally use such cakes to attract good luck in the Year of Rabbit and also for the well-being of their families and friends.

Covered in gold and small pieces of diamonds, Angelito Araneta Jr's gold rice cakes can cost upto $2,700 a piece.

Implications - Youth consumers are gravitating towards imagery of rabbits as a direct result of the intelligence that they represent. By using animals to represent qualities that consumers would like to foster in themselves, companies can forge a deeper and more meaningful bond with them.