Unilever Wall's | The Solar Priceboard

In Pakistan, Wall’s has 92,000 ice cream cabinets in small and medium sized shops.

Due to the energy crisis, which includes multiple daily power cuts that can last up to 5 hours, almost half of the cabinets are jeopardised. With an annual average temperature of 25ºC, ice creams are being lost. And since over a third of ice cream purchases are impulsive, the small shops who can’t afford the cost of a generator, are losing units of ice cream, money and customers. In this context, shop owners started to return their Wall’s freezers to the brand, which means not only a loss of point of sales but also of brand presence. Our goal was to find a solution to support small shop owners through the power cuts and help them deliver ice creams in perfect shape.

The idea was to turn Wall’s most iconic media –the ice cream priceboard– into a new source of sustainable energy that can work independently from the overloaded electrical grid. That’s why Wall’s developed the Solar Priceboard. By replacing the ice cream priceboard’s traditional board with solar panels, we were able to harness all the sunlight this marketing tool is exposed to throughout the day (on average 12 hours daily) and turn it into enough energy to power up its freezers for up to 6 hours per charge. This way, we elevated a brand-owned media so it not only showcases our products in an enticing way, but also offers a powerful source of energy to support small businesses through power cuts, preventing the loss of ice cream units and customers.