Harbin Beer: The Harbin sit pack

AB InBev, a drinks brand, came up with an innovative way to promote its Harbin beer by enabling young Chinese people to host fun FIFA watch parties in small living spaces.

Campaign Summary

In China, mass beer brands all have very similar communications – showing popular idols having trendy gathering with friends. With a much smaller media budget compared to its competitors, Harbin decided to create a innovate product experiences to win the heart of the consumers. As COVID forced young people to stay at their small home during FIFA World Cup, Harbin gave them the best tool to host friends to watch the game – The Harbin Sit Pack, a packaging solution that can turn into a bench that accommodates up to eight people. This brand experience and delivered significant...

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