Category captivation
Lipton · Category captivation
Lipton KarachiThree channels.
Category bays across modern trade and general trade.
Lipton campaigns →Project profile
The brief.
The build.
- Client
- Lipton
- Format
- Category captivation
- Channel
- Modern retail
- Scope
- Design to multi-channel rollout
- Campaign
- April 2026
- Coverage
- Karachi, three retail channels
The same category has to work in three channels that share nothing: shelf depth, fixture type, ceiling height and shopper behaviour all differ.
Campaign toolkit
One campaign.
Every tool.
2 tools and 5 installation views across retailers and formats.
Tool 01
Branded gondola end
A yellow-clad gondola end carrying the full Lipton range under a printed header, for stores with an end bay to give.
Where there is an end bay, the deepest layer of the system goes in.
Karachi · April 2026
A full branded run where the fixture allows it.
Karachi · April 2026Tool 02
Shelf-level communication
Printed shelf strips and shelf-talkers carrying the campaign line and the promotion, the layer that reaches stores where no fixture will fit.
Shelf strips are the constant — they land in every store regardless of fixture.
Karachi · April 2026
A shelf-talker carries the Umrah promotion into stores with no floor space.
Karachi · April 2026
At the counter, the last touchpoint before the till.
Karachi · April 2026Execution notes
What the supplied
project documents.
- 01Branded gondola end
- 02Shelf-level communication
PRINTSolutions built the presence as layers rather than one fixture — a branded gondola end where there is floor, cladding and headers where there is only shelf, and shelf strips where there is only facing.
Every store takes the deepest layer its fixture allows, and the shelf-level communication is constant across all of them.
Source: Lipton ISM, LMT & GT Stores Visit Execution Deck — April 2026.
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