Its cooler at the back. Actually 6.5°C cooler than the front
The Problem: The coldest beer (in the back) is the hardest to grab
Harbin chilling in the back
The Design and functionality of the rack
Grabbing the coldest beer (in the back) made easy
In store design. Mom and pop shop in China
In store design. Mom and pop shop in China
Official Commercial in China
Description
To stand out in China's hyper-competitive mom-and-pop shop market, Harbin Beer flipped the script on fridge placement. Instead of fighting for the front, the brand claimed the coldest spot—at the back.
Leveraging smart design and behavioral insight, the “Back Rack Hack” made grabbing the coldest beer, the one at the back, effortless.
A custom rack turned back-row placement into prime space, driving an 18.7% sales from the previous month —with zero media spend.
This professional campaign titled 'The Back Rack Hack' was published in China in March, 2025. It was created for the brand: Harbin Beer, by ad agency: BBDO China. This Design, Digital, and Film media campaign is related to the Automotive industry and contains 11 media assets. It was submitted 18 days ago.
