Harbin Beer / China / 2025Retail & Shopper · Design & Packaging · B2B
Back Rack Hack.
Harbin Beer gave up the prized front row of corner-shop fridges and asked to be stocked at the back, where bottles stay noticeably colder.
- Brand
- Harbin Beer
- Agency
- BBDO China
- Market
- China
- Region
- Global
- Year
- 2025
The challenge
In hot southern Chinese towns, paying for eye-level fridge placement is costly, and front-row beer is often warmer.
The idea
Shopkeepers who put Harbin at the back of the fridge received a free raised rack, shaped after the brand's ice-mountain logo, with a spring that pushes the next bottle forward. Fridge branding and in-store signage told shoppers the coldest beer was behind the rest, and on-site activations invited people to feel the difference.
Results
- Partner stores sold 18.7% more versus the prior month
- Engagement with the fridge display rose 20.27%
- Delivered with no media spend
Case study source: Activation Ideas Source ↗
