Harbin Beer: The World Cup isn't a sporting event

This case study describes how Harbin, a Chinese beer brand, presented itself as central to the opportunity offered by the soccer World Cup to break away from the daily grind.

Harbin Beer: The World Cup isn't a sporting event

Matt Che, Joslyn Wu and Ed Tsue

Campaign details

Brand owner: ABInBevLead agency: BBH ChinaContributing agency: IM 2.0 and Starcom MediaVestBrand: Harbin BeerCountry: ChinaIndustry Beers, lagers, stouts, ciderChannels used: Content marketing, Internet - display, Internet - general, Online video, Other and ambient media, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store, Print - general, unspecified, Social media, Sponsorship - event, property, TelevisionMedia budget: Over 20 million

Executive summary

This case study describes how Harbin, a Chinese beer...

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