The Pampers team that made this TV ad knows declutter works. Does your digital s
By Oliver Bradley · May 6, 2026 · Curated by George's Blog
The Pampers team that made this TV ad knows declutter works.
Does your digital shelf team?
Look at this Pampers TV ad.
The pack is deliberately simplified with small, detailed text removed. They have made a real effort to reduce cognitive load and only show brand and format.
Size in this case really doesn't matter, so they deleted both size and count, as you don't make that decision from a TV commercial.
Less is more. They know this for broadcast. They know they have milliseconds of "glance time" and require "glance readability" of critical text.
But here's the disconnect. The Brand team creating TV creative often sits in a different silo from the digital commerce team, which creates hero images for the digital shelf. There's a lot of talk about "seamless omnichannel" experiences but there's often an obvious glaring miss where one team seems to be undoing great work done by another team in the same company.
Same brand.
Same shopper.
Same shopper insight of a 400 millisecond glance
Both Should Be Designing for Screens.
THE REALITY.
Different teams.
Different standards.
Different designs.
TV gets the decluttered, glance-readable version.
The digital shelf gets the cluttered hero image with tiny text
Why?
Declutter works for ALL screens:
→ TV
→ Mobile
→ TikTok
→ Retailer thumbnails
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The shopper doesn't care about your org chart.
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They expect a consistent experience across every screen they encounter your brand. If Pampers can declutter for TV, they can declutter for the digital shelf. If your TV team knows less is more, your digital shelf team should too.
Remove the silos. Align the standards. Test your heroes.
We can help you check if your digital shelf matches your TV creative standards. RHINO AI from Neem makes it easy to test if you've "designed for screen" and GLANCE READABILITY.
Are you designing for screens as the first touchpoint?
How do you work to remove siloes in your organisation?