Cut-out captures customers' attention

The joint MD of PODatGREY, Sheila McGillivray, says GSK wants to take ownership of this category with eye-catching point of sale (POS) displays to ensure they grab the consumers' attention in a different environment.

"The idea of an apothecary creates trust and assurance, so the creative team collectively looked at how to display the various GSK colds and flu products within a single execution."

Diane Wilson, also joint MD of PODatGREY, explains the POS display has been crafted to look like a chemist from the 19th century.

3D display

The 3D display has been designed to look like the inside of an apothecary with old-fashioned wooden shelves to display the products, together with a cut-out of an apothecary behind his counter, ready to dish out helpful advice. The display enables shoppers to view all the GSK offerings in one space and make their selection.

Simple all-in-one solution

Mark Pfister, head of marketing for OTC (over the counter) at GSK, said the all-in-one solution is simple and brings the human element into the POS.

"In today's complicated world, where attention is a rare commodity, it has never been more important to keep things simple," says McGillivray.