Rom: The Taste of Coolness

Your candy bar just went all-American.

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Romanian agency BV McCann stirred up national pride to reinvigorate sales of homegrown candy bar brand, Rom. It paid off: the agency has won Grands Prix in the promo/activation and direct categories at Cannes for its American Rom campaign for client Kandia Dulce.

Rom had always relied on its national heritage, so the agency repackaged it a USA-themed candy bar, replacing the Romanian flag packaging with stars and stripes and reintroducing the product via an obnoxious Yankee spokesman and a new tagline:'the taste of coolness.'

After a week of media attention, customer outcry, flash mobs in support of the candy bar's Romanian heritage and runs on the 'old' and 'new' Rom, BV McCann brought back the original packaging.

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Jun 21, 2011
BV McCann
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