China – In a move that challenges long-held retail display norms, Harbin Beer has launched a campaign that places its products at the back of store refrigerators—typically the least visible and least favourable shelf space.
The campaign, developed in collaboration with BBDO China, is based on research showing that consumers often reach toward the back of fridges in search of colder drinks. Capitalising on this behaviour, Harbin Beer introduced the “Back Rack Hack”, a strategy that prioritises temperature over visibility to drive purchase decisions.
To support the shift, the brand rolled out a custom refrigerator rack designed to address the practical issues of back placement, such as limited accessibility and low visibility. The rack features a raised structure inspired by Harbin Beer’s ice mountain logo, along with a spring-loaded mechanism that automatically pushes the next beer forward as one is taken. Versions were created to accommodate both left- and right-opening fridges, allowing for easy installation across different store formats.
The system was provided to shop owners at no cost, with the only requirement being that Harbin Beer be placed at the back. The campaign is currently being implemented in shops across southern China.
To support scalability and maximise impact, the campaign was reinforced through multiple touchpoints at the retail level. Fridge exteriors were branded with bold visuals to signal that the coldest beer could be found inside, while in-store posters and signage carried the message, “It’s Cooler at the Back,” to guide consumer behaviour.
Additionally, on-site activations encouraged shoppers to test the temperature difference themselves, sparking curiosity and generating word-of-mouth across local communities.
The campaign combined design thinking, behavioural insight, and shopper psychology to challenge conventional fridge placement. Despite zero media spend, the initiative succeeded in influencing both consumer behaviour and business performance.
Stores participating in the campaign saw a significant increase in Harbin Beer sales from the previous month. Foot traffic near the branded fridges also rose, while post-campaign surveys suggested a shift in consumer perception, with more respondents linking the brand to colder beer.
“The Back Rack Hack isn’t just about product placement—it’s about rethinking how design shapes consumer behaviour. By leveraging real shopper insights and intuitive design, we transformed an overlooked fridge space into a key touchpoint for engagement,” said Arthur Tsang, CCO at BBDO Greater China.
“This shift reflects a larger trend in retail—where functionality and experience matter just as much as visibility. In beer sales, cold isn’t just a preference—it’s the deciding factor,” he added.
