Category transformation
Unilever · Category transformation
Surf ExcelLaundry, built to perform.
One illuminated laundry-category system connects an Expert White endcap with a Deep Action wall across the full shopper journey.
Unilever campaigns →Project profile
The brief.
The build.
- Client
- Unilever
- Format
- Category transformation
- Channel
- Modern retail
- Scope
- Laundry category transformation and campaign rollout
- Campaign
- 2026
- Coverage
- Pakistan modern retail · 2026
Give Surf Excel a dominant, easy-to-shop presence across a wide laundry category while separating Expert White and Deep Action propositions.
Campaign toolkit
One campaign.
Every tool.
4 tools and 10 installation views across retailers and formats, with 1 construction view.
Tool 01
Illuminated Expert White endcap
The endcap presents the whitening proposition under backlit brand and benefit headers.
The illuminated Expert White endcap presents the whitening proposition as a compact, high-visibility destination.
Pakistan modern retail · 2026
Backlit brand and benefit headers crown the Expert White shelving.
Pakistan modern retail · 2026
Exploded construction view
Drawn from the documented installationTool 02
Connected Deep Action category wall
Oversized Deep Action typography anchors a connected wall run that stays legible from the aisle approach.
The Deep Action wall extends Surf Excel messaging across a connected run of illuminated bays.
Pakistan modern retail · 2026
Oversized Deep Action typography anchors the category wall above blue campaign shelf strips.
Pakistan modern retail · 2026
A long sightline keeps the campaign legible from the aisle approach.
Pakistan modern retail · 2026Tool 03
Laundry-category fascia and LED-framed bays
Illuminated frames, shelf-level messaging and dense product presentation unify Surf Excel's bays inside the wider laundry category.
Surf Excel's branded bays sit within the broader laundry-category system.
Pakistan modern retail · 2026
The full category treatment coordinates illuminated frames, product blocking and brand transitions.
Pakistan modern retail · 2026
Shelf-level messaging and dense product presentation carry the system into the bay.
Pakistan modern retail · 2026
The category fascia and illuminated frames unify the wall across multiple laundry brands.
Pakistan modern retail · 2026Tool 04
Campaign master view
The master view shows the Expert White endcap joined to the longer illuminated category run as one system.
The campaign master shows the Expert White endcap joined to a longer illuminated laundry-category system.
Pakistan modern retail · 2026Execution notes
What the supplied
project documents.
- 01Illuminated Expert White endcap
- 02Connected Deep Action category wall
- 03Laundry-category fascia and LED-framed bays
- 04Campaign master view
PRINTSolutions produced a silver illuminated Expert White endcap and a connected black Deep Action category wall, using white perimeter lighting, blue shelf messaging and campaign-specific headers across the same retail environment.
The campaign moves from compact endcap impact to a long, fully stocked category run, keeping Surf Excel visible at approach, bay and shelf level.
Source: Supplied Surf Excel campaign photography · 2026.
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