Harbin Beer: Happiness Without Borders

This case study explores how Harbin Beer, a leading beer brand produced in China, initiated a worldwide campaign by connecting sportsmanship, in relation to the Olympics, with a celebratory beer.

Campaign details

Brand/Sponsor: Harbin Beer

Title: Happiness Without Borders

Campaign Cost: $100,000-$1 million

Campaign Scope: international_core

Advertising Agency: BBH China Ltd.

Product Type: Alcoholic Beverage

Campaign Start: 08/16/2016

Campaign Ends: 08/21/2016

Campaign Ran: China, Global

Campaign Description: corporate identity building

Campaign Summary

China has the most borders in the world, many of them with populations on either side continually at odds over cultural differences and territorial claims. However, during the Olympics, stories of unity and good sportsmanship are the most salient. Knowing this, Harbin beer saw an opportunity to promote...

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