FMCG

Palmolive In-store BA Activation — LMT Lahore

Colgate-Palmolive

Client:Colgate-Palmolive

Year:2024

Duration:Ongoing

Cities:Lahore

Setups:12

The Numbers

12+

LMT Outlets Activated

Lahore

City

Weekly digital trackers

Reporting

12+

BAs Deployed

The Brief

Colgate-Palmolive needed a permanent in-store Brand Ambassador presence across Lahore's Large Modern Trade (LMT) accounts — hypermarkets and large wholesale stores — to drive Palmolive personal care sell-through and maintain shelf visibility against category competitors.

The Insight

LMT shoppers in Pakistan spend 2–3× longer in-store than kiryana customers, making them highly convertible through live demos and targeted product education. A trained BA at shelf edge consistently outperforms gondola-end displays alone.

The Big Idea

“Station Palmolive-uniformed BAs at key Lahore LMT touchpoints for live demonstrations, shelf management, daily sales tracking, and floor manager relationship building.”

The Execution

Brand Edge deployed trained BAs across Lahore's high-footfall LMT accounts. BAs managed in-store visibility, conducted fragrance and lather demonstrations for Palmolive body wash and shower gel SKUs, and tracked daily sales versus target via digital reporting tools. Weekly tracker submissions gave the CP shopper marketing team real-time visibility into per-store performance. The programme covered over 12 LMT accounts across the Lahore metro area.