Driving Shopper Engagement Through Shelf Ad with Audio: Case Studies of Pocky, Ultra Mimi, and Laurier

In today’s crowded retail environment, brands must do more than just stand out visually—they need to connect emotionally at the shelf. Through ShopComm’s Shelf Ad with Audio, Pocky, Ultra Mimi, and Laurier transformed ordinary displays into immersive experiences using jingles and familiar voices that captured attention, sparked curiosity, and ultimately drove shoppers to purchase.

‍The Challenge

In the fast-moving consumer goods (FMCG) sector, standing out on crowded retail shelves is more challenging than ever. Brands are competing not just for visibility but also for meaningful engagement that drives actual purchase. Traditional shelf displays, while effective for awareness, often lack the sensory impact needed to capture and hold shopper attention in today’s connected economy.

For Pocky, Ultra Mimi, and Laurier, the challenge was similar: how to transform the point of sale into a more engaging, persuasive touchpoint. Each brand needed to go beyond static visuals and find innovative ways to connect with shoppers at the exact moment of decision-making. The goal was not just to boost brand presence but also to convert attention into purchase, all while maintaining a consistent and memorable brand message.

‍The Solution

To address these challenges, ShopComm introduced Shelf Ad with Audio, an innovative in-store retail media format that combines strong visual placement with sound to elevate the shopper experience. By integrating music, jingles, and even popular social media personas, each campaign was tailored to the unique identity of the brand:

• Pocky: Leveraged a catchy jingle to highlight the launch of its newest flavor. The audio element didn’t just reinforce the product’s fun and youthful personality but also created an inviting atmosphere around the shelf, encouraging shoppers to explore and try the product.

• Ultra Mimi: Collaborated with Abe Cekut, a popular social media persona known for his social media presence. By bringing this digital character into the offline retail space, Ultra Mimi bridged online familiarity with in-store engagement. The recognizable voice and playful tone of Abe Cekut transformed the shelf into a fun, relatable moment for families and children shopping together.

• Laurier: Used a branded jingle to strengthen top of mind awareness. The jingle reinforced Laurier’s trusted positioning in the personal care category, while the audio activation at shelf level created an emotional connection,turning a typically functional shopping decision into a more memorable brand experience.

By combining visual shelf ads with targeted audio cues, ShopComm helped these brands capture shopper attention more effectively. The multisensory experience ensured that each campaign wasn’t just seen but also heard and remembered.

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The Result

The campaigns delivered measurable impact across visibility, engagement, and shopper conversion:

• Increased Stopping Power: Shelf Ad with Audio drew shoppers closer to the displays, breaking through the clutter of traditional in-store advertising. For Pocky’s new flavor launch, the audio element made the shelf “impossible to miss,” encouraging impulse purchases.

• Bridging Online and Offline: Ultra Mimi’s partnership with Abe Cekut successfully extended the brand’s digital persona into the retail environment. Shoppers, responded positively to the familiar voice, showing that online born personas can effectively drive offline engagement.

• Enhanced Brand Recall: Laurier’s jingle reinforced consistent brand messaging. By associating its promise with a memorable sound, Laurier strengthened shopper recall, ensuring the brand remained top of mind even beyond the store visit.

Overall, these campaigns demonstrated how Shelf Ad with Audio is a powerful in-store retail media solution. By engaging both sight and sound, brands were able to deliver richer, more immersive experiences that drive awareness, strengthen trust, and ultimately, increase sales.

As retail spaces become more competitive, creating these kinds of multisensory moments at the point of sale will be critical. ShopComm’s Shelf Ad with Audio proves that innovation in in-store media can effectively bridge the gap between attention and action, helping brands stand out and convert shoppers right at the shelf.

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