Harbin beer, The new China
The youth of China today is a brand new generation. Their newfound confidence in their own culture and identity is pushing China forward into an unprecedented era – the era of New China. Harbin Beer, China’s first beer born in 1900, was losing touch with today’s youth. It was time to transform into a symbol representing the pride and soul of China’s youth today.
Capabilities:
Design strategy
Brand identity
Brand world
Packaging
Trade applications and toolkit
Film
OOH
Recognition/featured:
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Harbin distilled China’s new youth culture into four defining elements:
Their optimism, Progressive Mindsets, Dualities as their way of life, Desire for More.
Results:
In just four weeks after launch, sales hit a whopping 8,500,000 bottles, outdoing itself by 5 times compared to same time the previous year. Brand health also shot up simultaneously across all metrics*.
Kantar Millward Brown Brand Health Report 2019 Top 3 Metrics: “Like to share with friends”, “More refreshing than others” and “For young people”.
“The team doesn’t just design packs, they design brands”
– Matt Che, APAC Marketing Vice President, Anheuser-Busch InBev
