Harbin Back Rack Hack

Everyone knows the common behavior of consumers to reach for a cold drink at the back of a fridge where temperatures average 6° lower. But in corner stores, which contribute to 66% of total sales of Harbin beer, they often can't reach there due to overly stocked fridges. Positioned as the iciest beer in China, we hijack this common behavior to create a game changing purchase experience: a specially designed rack that makes it totally effortless to get our ice-cold beers from the back of the rack. Reinventing our TA's purchasing experience resulted in a 18% increase in sales during the period.