Flipping Retail Logic — And Redefining the Future of Refrigerated Beverages

Client: Harbin Beer
Agency: BBDO China

Harbin Beer, one of China’s most well-known beer brands, generates 62.2% of its sales from mom-and-pop shops—a competitive but high-potential market (based on company data). But recently, the brand made an unexpected request to shop owners in southern Chinese towns: move Harbin Beer to the back of the fridge—a spot typically considered the least favorable for visibility and sales.

What happened next defied everything brands thought they knew about beverage fridge placement.

Instead of declining, Harbin Beer’s sales surged!

Developed by BBDO China in partnership with Harbin Beer, the Back Rack Hack wasn’t just about rearranging shelf space—it reimagined the entire in-store experience. By tapping into consumer behavior insights and designing a smarter, more intuitive beer grab, Harbin Beer turned an overlooked fridge space into one of the most valuable touchpoints in retail.