American Rom: Stirring Romanian patriotism

Ileana Serban Parau

Romania's favourite chocolate bar, Rom, branded with the national flag was losing market share to US rival Snickers.

American Rom: Stirring Romanian patriotism

Ileana Serban ParauBV McCann Erickson Bucharest

Rom was Romania's favourite chocolate bar branded with the national flag. But when consumers deserted it for US rival Snickers, Rom created a strategy that provoked a patriotic reaction through a spoof real-time campaign.

Rom is the chocolate bar brand that literally wrapped itself in the flag. Launched in 1964, with the Romanian flag's colours on its packaging, it is a brand that most Romanians have known since their childhood.

But when the economy and the national mood slumped, younger Romanians started to look to other countries and...

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