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 an innovative consumer experience to win the heart of the youth. 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 even in young people’s tiny home space – the Sit Pack, a packaging solution that can turn into a bench that accommodates up to eight people, giving young people the chance to watch FIFA games and party together in a difficult situation. This brand experienced and delivered significant sales growth.