Wall’s famous ice cream price board has been turned into a tool to get through power cuts in Pakistan. The solar priceboard transforms sunlight into usable energy. The idea by LOLA MullenLowe supports Wall’s long-term initiative to pioneer green energy.
Pakistan is a country with the highest energy cost inflation and highest hours of load shedding in the world. Unilever Pakistan is already pioneering green energy in ice cream factories, distributors and mobile Icecream trikes. But the load shedding and energy cost issues have a huge impact on the ice cream freezers, which jeopardises the consistent quality of Wall’s Ice Creams due to the high temperaturas and several shop owners have returned their Wall’s freezers.
To support its most important partners, shopkeepers, and also deliver the best ice cream experience even during load sheddings, the brand decided to make changes to its most famous media. The traditional price board has been exposed to the sun for more than 12 hours per day, for over a century. By replacing the cardboard with solar panels, Wall’s Pakistan has revolutionised its popular media to store energy, allowing freezers to prolonged the duration of power cuts.
In moments of energy outage, the Solar Priceboard’s internal battery activates, ensuring uninterrupted power supply to the freezers and preventing ice creams from melting. This helps shop owners stop the loss of products and be able to sell perfect ice creams whenever people come into the store for one, protecting not only shop owners’ businesses but also consumers’ cravings.
Tomas Ostiglia, executive creative director of LOLA MullenLowe, stated, “If the ice cream price board has never been changed in over 100 years then it tells you that it is working well. But, there is always an opportunity to make it better. And of course, we feel great when creativity can solve real business problems”.
Mert Turgut, Wall’s Ice Cream Pakistan director, added, “In Walls, we believe happiness is everyone’s right. For 30 years, we’ve shared happiness via 6 billion sticks annually in Pakistan. In order to overcome electricity challenges, a top issue for the past 3 years, we’re continuing on investing & innovating. Starting in 2021 at our factory, then distribution centers, and now Priceboard, we’re committed to reduce energy dependency progressively, aiming to reach more Pakistanis.”
Barbara Scala, Wall’s Ice Cream global brand director, commented, “We have teamed up with the Pakistan team to create awareness about the daily disruptions affecting our consumers, customers and commercial partners. Wall’s priceboard is the most penetrated and effective media display, it’s the house of our brands and the beacon of ice cream. The solar panel priceboard is a unique & innovative solution to invite consumers to enjoy their ice creams and customers to supply ice cream without disruption.”
The Solar Priceboards are currently in the prototype phase as part of Wall’s global commitment to the environment. These will soon be integrated into existing initiatives that use solar energy in cabinets, kiosks, and ice cream carts at beaches, parks, and other sales points.
Credits:
Client: Wall’s Ice Cream
Global Ice Cream Chief Marketing Officer: Julien Barraux
Global Brand Director: Barbara Scala
Global Senior Brand Manager: Sevim Seferoglu
Global Visibility Lead: Nursu Aydogan
Global Communication & Activation Lead: Gayathri Renil
South Asia & Middle East & Turkey General Manager: Toloy Tanridagli
Pakistan Country Director: Mert Turgut
Pakistan Marketing Manager: Sidra Modan
Regional Advertising Producers: Atilio Gianfrancesco & Pamela Pais
Prototype Design Developer Agency: Milklab
Digital Agency: Milklab
Chief Technology Officer: Murat Ersoy
Creative Engineering Director: Alaattin Koptur
Agency Director: Erkut Oktay
Creative Agency: LOLA MullenLowe
Executive Creative Director: Tomás Ostiglia
Creative Directors: Jorge Zacher & Kevin Cabuli & Dante Zamboni
Art Director: Ezequiel Scarpini
Copywriter: Josefina Mateo & Kenny Quiroz
Global Business Director: Tom Elliston
Head of Strategy: Camilla Facin
Account Director: Bárbara de la Plaza
Account Executive: Claudia Matas
Head of Production: Felipe Calvino
Production Company: Bionic Films
Executive Producer: Salman Farooqi
Producer: Amna Ahmad Zamani
Assistant Producer: Syed Uzair Ali
Line Producer: Tabish Jalal
Assistant Line Producer: Owais Hashmi
Director: Abdullah Waseem
DOP: Salaar Yousufzai
Assistant Director: Hamza Molai
Art Director: Zaeema Tahir
Assistant Art Director: Baqar Rizvi
