Back-Row Beer Campaigns

Harbin Beer generates 62.2% of its sales from mom-and-pop shops and for Chinese towns, where refrigeration isn’t optimized, the well-known beer brand devised the Back Rack Hack. Harbin Beer partnered with BBDO China to reimagine the in-store experience based on consumer behavior insights. Since studies show that the back of the fridge is, on average, 6.5°C cooler than the front, and consumers naturally reach deeper into the fridge for a chilled refreshment, the Back Rack Hack put a twist on front-and-center fridge placement.

At the cost of being less visible to consumers and harder to reach, Harbin Beer secured spots at the back of the fridge to boost sales with a custom refrigerator rack inspired by the brand's ice mountain logo. Partner stores saw an 18.7% increase in Harbin Beer sales compared to the previous month.