This campaign made chocolate ROM the first brand that had the courage to test and play with people’s national ego on a national scale. With their new campaign they took away something people were taking for granted: the national flag from the most traditional chocolate bar-Rom.
They were sure that although young Romanians tend to be negative about their country, their patriotism returns when challenged.
Results: Became Romanian's most popular chocolate bar with 79% increase.
Grand Prix in Cannes Lions 2011, Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Created by McCann Erickson Romania
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