Caltex is celebrating its 75th anniversary in 2011 and, to mark the event, has pulled a rabbit out of the hat. A whitle rabbit...It's the iconic White Rabbit that amused generations of youngsters being driven by Daddy to Durban (and other places) back in the 1970's and '80's and the idea is to introduce him (her?) to a new generation of local motorists.If you grew up in the 1970's and 80's you'd have seen the long-eared bunny at fuel stations across the nation. Even now, says Teresa Booth-Oliveira of Chevron, the furry mascot holds special a special place in the heart of many South Africans.“We recently undertook some basic research to see how we could build on this and strengthen the emotional connection to our brand," she added. "It was an honour to hear back from customers that the White Rabbit still resonated with them.“Our decision to bring him (ahh!) back was inspired by our customers and their childhood memories of the rabbit and our friendly welcome."BACK TO THE FUTUREConceptualised before the decade of disco, the Brady Bunch and Rubik’s Cube, the White Rabbit is indelible in the minds of 1970’s South African children - now parents, perhap even grandparents.“We’re hoping to create the same memories for the children of today. We'll be using Facebook and Twitter to engage our customers to ensure that our brand and all it stands for once again claims a special place in hearts and minds."Chevron created an Easter promotion with which to re-launch the White Rabbit. It started on April 21, will run until May 20 and will include a cash prize of R100 000.To find out more about the promotion click here! Any '70's kids out there want to share their memories of the White Rabbit? Tell us about them in the readers comments feature below.