Cardboard floor display, wobbler and shelf strip for 500 stores, a Nutella Peanut launch in Bellto

The video is in Spanish. This post walks through it in English.

In the video I simulate Nutella bringing its Nutella Peanut flavor to Spain. It is a simulation. Nutella is a registered trademark of Ferrero, not affiliated with Bellto, and nobody at the brand commissioned this campaign. I wanted to see a whole POP campaign, from the first idea to requesting quotes, with a brand everybody recognizes.

Bellto is an AI agent that designs your brand's POP. Its screen has a chat on the left and, on the right, the campaign view, with the summary, the briefing and the other tabs. You can give it a sketch, an explanation, product photos or the brand's artwork, and it designs the pieces from that.

What I told Bellto

I created the campaign, named it "Nutella Peanut launch in Spain" and wrote the idea in the chat. Take POP materials to 500 stores, with a semi-permanent or temporary floor display and materials for the shelf. I attached a photo of the jar, an image with the product's artwork and the size of the 400 g jar, 160 mm tall and about 105 mm across. The size is what it needs for the facings.

Bellto asks questions before it proposes anything, and every answer fills in more of the brief.

This is the campaign's shared brief at the point where Bellto asked whether we could call it closed.

BriefNutella Peanut

Product

400 g jar, 160 mm tall and about 105 mm across

Stores

500

Pieces

semi-permanent or temporary floor display, wobbler and shelf strip

Units

one of each piece per store, 500 of each

Material

folded cardboard, shipped flat

Floor display

four shelves with four facings per shelf

Assembly

ships empty and is assembled in store

Artwork

the jar's and the reference image

Dates

no fixed date

I accepted the brief proposal, saved it and told Bellto to go ahead with the pieces. I built the brief as I went, but the ideal is to bring it ready from home and let Bellto ask only for what is missing.

Three pieces and two versions of each

With the brief closed, Bellto proposed three pieces, a floor display, a wobbler and a shelf strip. Once they are created, a button per piece shows up at the top, and Bellto starts on two versions of each by itself, two at a time. It started with the wobbler. All six versions took about five minutes.

Each piece has its own spec sheet and its versions, and both versions stay saved side by side, ready to compare. That is what gets lost in the history of an image chat.

The cardboard floor display

Version 1 is the simpler one. The artwork is odd because Bellto used the image I gave it quite literally, and that was partly my fault, because I told it to use the image as a reference. I like version 2 more. The top copies the shape of the jar, and it has the four shelves with four facings I asked for. You can see a bit more of the cardboard inside, and it still looks good.

The wobbler and the shelf strip

The wobbler came out as a plain, standard wobbler, in a good way. A disc with the logo and "New" hanging from its arm in front of the jars, with a design that holds up. The other version goes in the same direction, with a bit more shape.

The shelf strip was the weakest. Both versions were more of a price rail strip than a shelf strip, although the artwork had a nice touch, with the checkered tablecloth that brings back the classic Spanish afternoon snack of bread with Nutella. So I asked Bellto for a new one from scratch. "I don't like these, they're price rail strips more than a shelf strip. I want a shelf strip that rests on the shelf, with the Nutella logo sticking out."

It listened on the logo, which sticks out above the shelf. The design is a little unusual, and it is saved as the piece's third version, next to the other two. What a shelf strip does, and how it differs from a shelf banner or a shelf frame, is in the guide to shelf POP.

From concept to quote

With the versions picked, the next step is the quotes tab. Bellto recommends manufacturers based on the piece's units and materials, from a database of Spanish manufacturers. For the floor display it recommended three, one in Valencia, one in Barcelona and one in Madrid. For each one it shows their certifications and how they work that material, and one button asks them for a quote. The quote comes from the manufacturer.

Here is the whole run of the video, start to finish.

I did the same with three product photos in the PLESH display campaign, and in another video I put Bellto next to ChatGPT and Gemini on a shelf talker, a wobbler and a shelf flag. I am building Bellto now, and the waitlist is open. It opens by invitation, in small groups, with no card required.