This solar priceboard keeps ice cream frozen when shops lose power in Pakistan

The ice cream priceboard placed outside stores in a longstanding ad vehicle used by small Pakistani shops. Now, ice cream brand Wall’s is turning it into an energy source to keep the product cold during the country’s frequent power outages.

Working with LOLA MullenLowe, Walls has developed the Solar Priceboard, a high-tech version that’s outfitted with solar panels that transfer energy to freezers during power cuts—keeping the ice cream from melting.

The energy crisis in Pakistan has gotten worse in recent years, with an increase in so-called “load shedding,” or widespread blackouts, occurring more frequently as demand exceeds supply. The effects on the healthcare and education industries can be dire, but small businesses are affected as well.

While clearly not as critical as some other needs in the country, keeping ice cream cold has a psychological effect, allowing kids to continue enjoying one of life’s simple pleasures. Also, the effort is part of a larger initiative by Unilever Pakistan to address the energy crisis.

“At Wall’s, we believe happiness is everyone’s right,” said Mert Turgut, director of Wall’s Ice Cream Pakistan. “In order to overcome electricity challenges, a top issue for the past three years, we’re continuing to invest and innovate. 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.”

The Solar Priceboard is currently in prototype phase and 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.

“We have teamed up with the Pakistan team to create awareness about the daily disruptions affecting our consumers, customers and commercial partners,” said Barbara Scala, Wall’s global brand director. “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 and innovative solution to invite consumers to enjoy their ice cream and customers to supply ice cream without disruption.”

“If the ice cream priceboard has never been changed in over 100 years, then it tells you that it is working well,” added Tomas Ostiglia, executive creative director at LOLA MullenLowe. “But there is always an opportunity to make it better. And of course, we feel great  when creativity can solve real business problems.”