The Nurofen Mumbai Counter was developed as a counter display for chemists for a medicine’s product launch or for a new brand appearance. The counter display is doubly impressive. Firstly, it creates a clear and very strong B2C communication at the POS through the distinctive shape of its curved back with clear USP communication in combination with the horizontal platform that prominently places the new packaging. The deliberately reduced design allows the product to unfold its full brand presence upon eye contact. Secondly, the counter display’s excellent functionality is impressive. For example, a brochure compartment is integrated into the front for further communication to the end-user. At the back, there is not only a product holder for 6 packs, but also a list of the product USPs, which offers a prompt for all the information needed in a customer conversation. All in all, the counter display is an “eye-catcher” with its display packaging mounted as if on a podium, giving the brand/product presentation a backdrop effect with visual depth.