Sunscreen display ideas for a pharmacy summer launch, from brief to four pieces

I built this case with Solvera, a fictional pharmacy sunscreen brand I use on this blog. The brief is the one a real brand would write, and every image was designed by Bellto from it, with Solvera's bottle and tube as the product.

Bellto is an AI agent that designs your brand's POP. It reads the campaign brief, creates every piece with your product and takes you all the way to the manufacturer's quote. Here it is piece by piece, starting from the brief.

A brief with two products, 300 pharmacies and one summer

A POP brief does not need to be long. It needs to say what is being sold, where, for how long and in how many stores, and what each store lets you put in. Solvera's fits in eight lines.

BriefSolverafictional brand

Products

SPF 50 body lotion, 200 ml, and SPF 50+ face cream, 50 ml

Channel

pharmacies

Stores

about 300 pharmacies in Spain

Dates

May 1 to August 31

Space

counter and sun care shelf in all of them, plus floor space near the entrance in about 60

Material

cardboard, because the campaign lasts one season

Artwork

the brand's coral and white, with a big SPF

Logistics

one shipment per pharmacy, assembled by the store staff

Of the whole brief, the space line decides the most. What bounds a campaign's mix is what the store lets you put in, before the budget and before the material. If the brand only gets shelf space, the POP is shelf POP. If the store gives it a spot, a display sized to that spot fits. And if it gets a free hand, the budget decides.

Solvera has the first two situations at once. That is why its campaign puts shelf and counter pieces in all 300 pharmacies, and a floor display only in the 60 that have room for it. Pitching a floor unit to a pharmacy with no floor space wastes the pharmacy's time, the brand's and the manufacturer's.

In Bellto, that brief is the campaign's shared brief, and each piece has its own spec sheet. When something in the brief changes, it changes in one place and holds for every piece.

Four pieces for three places in the pharmacy

A pharmacy has three places where a sunscreen brand can be in summer. The counter, where the shopper waits and pays. The sun care shelf, where they compare. And, in the larger stores, a spot on the floor near the entrance. Each piece of Solvera's campaign works one of them.

The photo shows almost every place at once. Shelves on both sides, banners from the ceiling and, at the bottom, a cosmetics brand's display in front of the shelves. A sunscreen's summer plays out in that same space, next to the brands that are already there.

The three pieces that go to all 300 pharmacies are small and add up to a lot of units. The floor display is one large piece per store, which is why it only goes where there is room for it.

The counter display

Counter displaySolvera counter display

Material

cardboard

Product

200 ml bottles at the back, 50 ml face tubes in front

Where

on the counter, by the register

Quantity

300, one per pharmacy

Assembly

put together by the store staff

The counter is where people wait, pay and pick up what they had not planned to buy. The piece has to be small, because the pharmacist needs the surface to work, and it has to leave the product within reach without anyone having to ask for it.

Of the versions Bellto designed, this is the one I keep. It is a compact box with a coral front and a white back panel with a very large SPF. The face tubes sit in front, at hand height, and the 200 ml bottles behind them, showing over the top. The back panel works as a sign, and from the line you read the SPF before the brand.

Both products come out as they are, with their coral cap, their band and their copy. It is the first thing I check in a POP concept, because the display exists to sell that bottle and no other.

The floor display, only where there is room

Floor displaySolvera floor display

Material

cardboard

Product

face tubes on the top shelf and 200 ml bottles on the three below

Where

near the entrance, in the space the pharmacy gives

Quantity

60, one per large pharmacy

Assembly

put together by the store staff

It is a narrow unit with four shelves, coral sides and a white header with a huge SPF 50. The face tubes go on the top shelf, at eye level, and the 200 ml bottles on the three below. It is narrow because the spot a pharmacy gives you is what it is, and a narrow unit fits in more places.

This is the piece that has to be seen from the door, so its header does the job of a sign. It is also the one that depends most on the pharmacy. If the spot turns out narrower than expected, the display stays in the stockroom. That is why the brief should say how big the spot is, not just that there is one.

Wobbler and shelf strip on the sun care shelf

The sun care shelf is where the shopper compares. Solvera shares it with other brands, and shelf POP is what makes room for it there. Both pieces are small, flat and cheap per unit, and they go to all 300 pharmacies.

For the wobbler, Bellto came back with two versions, and both work.

The sun gets seen first, and the oval says which product it is. On a shelf full of SPF 50, I would take the oval, because it shows the bottle to pick up. Both versions stay saved in the piece, so the one you do not pick is not lost.

The wobbler sticks out from the shelf on its flexible arm and moves with the air in the aisle, and that movement is what stops the eye. The shelf strip runs along the edge and marks where Solvera starts and ends on the shelf. One gets attention and the other keeps order, so they are ordered together. How to order each shelf piece, and what sets it apart from the others, is in the guide to shelf POP.

WobblerSolvera wobbler

Material

cardboard card on a flexible arm

Where

on the edge of the sun care shelf, in front of the 200 ml bottle

Quantity

300, one per pharmacy

Assembly

the arm clips onto the shelf edge or the price rail

Shelf edge stripSolvera shelf strip

Material

cardboard

Where

along the edge of the sun care shelf

Quantity

300, one per pharmacy

Assembly

slotted into the price rail or clipped to the shelf edge

One change on the chosen version

Once the counter display version is picked, the next step is to see it where it will live. I asked Bellto to put it on a pharmacy counter.

BeforeAfter

Bellto applies the change to the version you picked and leaves the rest as it was. The display is the same, with the same product and the same artwork, and only the setting changes. Every version stays saved in its piece, so you can go back to the white background or compare them.

The same way, you ask for one more tube per row, a “New” badge on the header, the piece empty with no product, or a line drawing for the team. These are the changes that come up in any round with a brand, and here they happen without redrawing the piece.

From concept to quote

The concept is the first half of the campaign. The second half is getting it made, and in Bellto that stays inside the same campaign.

For Solvera, that means four pieces, each with its version, its artwork and its model, and a list of manufacturers for each one. The floor and counter displays can go to the same manufacturer or to two, and the shelf POP, which is flat, to one that prints and die-cuts.

I am building Bellto now. The waitlist is open to any brand, and I will soon start the first real campaigns with brands on the list, from start to finish. It opens by invitation, in small groups, with no card required.