Oreo R5 Pack Spaza Branding

Mondelez marked the launch of its new Oreo 5-pack ye-R5 offering with a clear strategic objective: lower the barrier to entry into the range and make the brand accessible to more everyday shoppers. By introducing an affordable price point, the brand created a simple, compelling option for frequent purchase in value driven retail environments.

Township spaza shops are central to this type of strategy. They serve high volumes of daily shoppers and are a key channel for single serve and small pack formats. Purchases are often made quickly and driven by visibility, familiarity and price. For the Oreo 5-pack ye-R5, success depended on being highly visible exactly where these decisions are made.

To support the launch, MegaVision Media rolled out branded spaza executions across key township locations. The focus was on creating immediate recognition for the new offer, ensuring that shoppers could clearly see the Oreo brand and associate it with an accessible, everyday price point.

Branded elements were designed to cut through visually busy environments and position Oreo prominently at street and store level. This ensured repeated exposure throughout the day, reinforcing awareness among regular shoppers and supporting impulse driven purchase behaviour.

By anchoring the launch in spaza shops, the campaign embedded the new offering into the daily shopping routines of township communities. Rather than relying solely on traditional retail or short term promotions, the rollout used sustained trade media presence to build familiarity and encourage trial over time.

The result was a launch that aligned product, price and channel. Through targeted spaza branding in high traffic township locations, Mondelez successfully introduced the Oreo 5-pack ye-R5 as an accessible entry point into the range, supported by consistent, on the ground visibility delivered by MegaVision Media.

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