Client: Lady's Choice (Unilever) | Category: FMCG, Food, Spreads, Peanut Butter | Discipline: POSM, In-Aisle Interruption, Aisle Bus Stop Design | Scope: Vertical Aisle Bus Stop POSM, In-Store Refresh Communication, Retail Trust Anchor | Refresh Message: Wajah Baharu tapi Nutty-licious yang sama! (New Look, Same Nutty-licious!) | Market: Malaysia | Agency: Laugh Contagious Communications, Kuala Lumpur
A pack refresh updates how a brand looks on the shelf. A social campaign updates how it shows up in the feed. But there's a third touchpoint just as important and easier to forget — the moment a long-time loyal shopper walks into the supermarket, reaches for the familiar Lady's Choice pack they've trusted for years, and finds something different in their hand. That moment is where a brand refresh either lands or trips. The job of in-aisle POSM specifically is to close that trust gap: to intercept the loyal shopper before the confusion, and tell them in one glance that the look is new but everything they love is still inside.
The signature peanut butter pour flowing down the full vertical length of the format — the product itself doing the brand's storytelling.
For Lady's Choice Peanut Butter's refresh communication, we designed a vertical aisle bus stop — a slim, tall, ceiling-to-floor POSM piece engineered to be seen by a shopper walking past, not just standing in front of a shelf. The hero visual carries the brand's signature peanut butter pour flowing down the full vertical length of the format, anchored by the reassurance message Wajah Baharu tapi Nutty-licious yang sama! — "New look, but the same Nutty-licious!" — written in the kind of bilingual, conversational Bahasa real Malaysian shoppers actually speak. The proof badge (Mengandungi 85% kacang panggang — 85% roasted peanuts) and three usage moments — overnight oats, strawberry-PB toast, banana-and-chocolate-chip pancakes — round out the message: same product, same versatility, same trust, fresh face.
Capabilities applied to this project: Lady's Choice Peanut Butter POSM, Lady's Choice refresh communication, aisle bus stop POSM Malaysia, aisle interrupter design, vertical POSM design Kuala Lumpur, in-aisle POSM design, brand refresh in-store communication, FMCG refresh POSM, peanut butter POSM, food category POSM Malaysia, Unilever Lady's Choice POSM, shopper trust POSM, Bahasa Malaysia FMCG retail, POSM agency Malaysia.
Got a refresh, a relaunch, or a message that needs to land before the shopper gets to the shelf? Let's catch them in the aisle.
