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...