Agency: BBH | Authors: 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...