Rom (Kandia Dulce) / Romania / 2011PR Stunts · Design & Packaging · Promo
American Rom.
Romania's flag-wrapped chocolate bar swapped its packaging for the Stars and Stripes, let the country argue about it, then came back 'as Romanian as ever'.
- Brand
- Rom (Kandia Dulce)
- Market
- Romania
- Region
- Global
- Year
- 2011
The challenge
Rom, sold since 1964 with the Romanian flag on its wrapper, was losing younger buyers who preferred American brands.
The idea
Provoke national pride. The agency replaced the Romanian flag on the pack with the American one, announced it in the media, and stoked and answered the public debate. After days of patriotic backlash, much of it on social media, the original wrapper returned.
Case study source: Activation Ideas Source ↗
