Harbin Beer Summer Campaign

Harbin Beer, born in 1900, is the first beer originating in China and a model brand that combines local cultural trends with contemporary popular inspiration. In the peak summer beer season of 2021, in the face of the marketing offensive of competing products, the brand hopes to achieve a strong rebound in multiple dimensions such as brand power and brand health, and re-emphasize the summer sales season to achieve business growth.

Case details

Brand: Harbin BeerBrand owner: Harbin BeerMain agency: Starcom MediaMain agency holding group: Publicis GroupeMarket launch: Mainland ChinaIndustry: BeerMedia channels: airplane, high-speed rail, subway, bus, taxi and other transportation lines), building media, OTT smart TV)

Influencers (celebrity/celebrity endorsers, KOLs, mobile & apps, online video ads, news feed ads, social media, public relationsBudget: 25-30 million

Case Summary

In the summer beer season of 2021, Harbin Beer faces a huge marketing budget for competing products, and under the attack of marketing content imitation, brand...

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