"American" Rom

Ileana Serban Parau
BV McCann Erickson

Campaign details

Brand owner: Kandia Dulce
Agency: BV McCann Erickson
Brand: Rom
Campaign duration: Up to 3 months
Country: Romania
Media budget (USD): $3M-$5M
Channels used: Internet - display, Internet - general, Internet - microsites, widgets, Newspapers, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Public relations, Radio, Social media, Television, Word of mouth and viral

Executive summary

Rom is a long-established Romanian chocolate bar brand that had fallen from market leadership into decline. It was battling to counter an economic downturn in Romania, consumer pessimism and heavy promotional activity from rivals such as the Mars-owned Snickers brand.

Rom, which had traditionally used the colours of the nation's flag in its packaging, needed a strategy to re-assert itself as Romanians' favourite chocolate bar and embed itself once more into the national culture.