Guinness has been investing in a new style of point of sale for the on and off-trades. The company is making use of mobile animated display units which have the appearance of a digital display. The brewer is the only fmcg company to invest in the medium and has its exclusive use for 12 months. The units operate with an oscillating printed sheet behind a corrugated screen. The images are moved in an animated sequence and have a similar appearance to roadside posters. The off-trade shelf edge version is run by a simple motor powered by an AA battery lasting three months. {{DRINKS }}