Pfizer Endcap

People spend as little time as possible in the OTC aisle, usually reaching for what they already know.

Current respiratory options feel disjointed with scattered products and services that don’t add up to a solution.

This was about taking a big, slightly abstract idea, Pfizer’s vision for a consumer-facing health service (PCHS)—and giving it a real, physical expression inside 1,000 Walgreens stores across the U.S. The assignment was deceptively simple: make respiratory health easier to navigate. But the execution had to solve for the consumer’s actual in-store behavior, the messiness of the category, and the reality of how people shop when they’re not feeling well.


We created a modular endcap system that did three things at once:

1. Simplified navigation. Signposting by need state (prevention, testing, treatment) cut through confusion.

2. Bridged digital and physical. QR codes on-shelf launched a lightweight digital companion—consumers could check symptoms, book a vaccine appointment, or connect to telehealth without leaving the aisle.

3. Made the portfolio visible.