Rom Chocolate Bar: American Rom

Traditional Romanian chocolate bar ROM was in decline due to low national morale and the international aspirations of its key audience of 20 to 35-year-olds.

Rom Chocolate Bar: American Rom

Agency: BV Mccann Erickson RomaniaClient: KandiaDulceProduct: Rom

Objectives

ROM is the traditional chocolate bar that all Romanians grew up with. Actually launched in 1964, with the Romanian flag on its wrapper, it carries a lot of heritage and nationalistic brand associations. It has a loyal target audience of rather old folks that associate it with a mix of nostalgia and patriotic feelings.

The success in the Romanian chocolate bar market depends on the ability to continuously attract young consumers. Rom had previously succeeded to rejuvenate itself by translating the strong...

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