Dero – Keeping up with the Popescus: a Romanian icon embraces modern portfolio management and reaps rewards

Nicoletta Vita, Gabriel Predescu, Sara Donoghugh and Rachel Stent

Dero is an unashamedly Romanian brand. In the past, this meant being a state-owned generic offering; now, it embraces a more aspirational and optimistic future.
Agency: BBHAuthors: Nicoletta Vita, Gabriel Predescu, Sara Donoghugh and Rachel Stent

Dero – Keeping up with the Popescus1: a Romanian icon embraces modern portfolio management and reaps rewards

INTRODUCTION

On one level, this is the story of a quirky Romanian washing powder that succeeded in bettering itself without losing touch with its working class roots. It's a heart-warming, if unglamorous tale (more Catherine Cookson than Jilly Cooper.)

Dero survived the impact of capitalism on the Romanian market by positioning itself as the insightful, self-deprecating Romanian alternative to the influx of Western brands and culture. And...

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