Romania’s Rom, manufactured by Kandia Dulce, is a traditional chocolate bar that all Romanians have grown up with. Wrapped in the national flag, it has an aging and nostalgic consumer base. However with the young generation Romanians it was losing ground as they preferred cool American brands.
To tackle the problem, McCann Erickson Bucharest came up with the ‘American Rom Takeover’ campaign. They challenged the young Romanian national ego by replacing Rom’s packaging with an American version. It was a very risky deception! But it was hugely successful and since then has won McCann Erickson the Grand Prix in the Promo & Activation Lions at Cannes International Festival of Creativity.