Cadbury 12g Pack Spaza Branding

In Q4 2025, Mondelez introduced the Cadbury 12 g Pack to the South African market, targeting everyday consumption occasions where affordability, availability and visibility are critical. To ensure the launch translated into real awareness and early sales momentum, MegaVision Media was appointed to drive impactful execution at street and store level.

Spaza shops are central to township shopping behaviour, particularly for single-serve confectionery. They serve high volumes of repeat shoppers and play a key role in impulse driven purchases. For a compact, accessible product like the Cadbury 12 g Pack, success depended on being highly visible in these environments from day one.

MegaVision Media delivered a focused rollout across high-traffic spaza shops in Gauteng’s key township areas. Branded elements were designed to stand out in visually busy settings, ensuring the Cadbury brand was immediately recognisable and easy to find. The emphasis was on strong exterior and in-store presence that kept the product front of mind for shoppers passing by or entering the store.

By concentrating on locations with consistent footfall, the campaign created an unmistakable brand footprint that reinforced the launch message repeatedly throughout the day. This density of exposure helped accelerate awareness, supporting rapid familiarisation with the new pack size and encouraging trial among value conscious consumers.

The rollout also demonstrated the strength of spaza focused trade media as a launch channel. Rather than relying on short term promotional bursts, the campaign embedded the product within the everyday shopping environment of township communities, allowing visibility to work continuously over time.

The result was a launch that did not just arrive on shelf, but arrived with presence. Through targeted spaza branding across Gauteng, MegaVision Media ensured the Cadbury 12 g Pack entered the market with impact, building awareness quickly and supporting sustained sales momentum during the critical early phase of distribution.