• Loading…

American Rom

Award: Yellow Pencil

Yellow Pencil / Integrated & Earned Media / Integrated / 2012

Romania’s ROM is the traditional chocolate bar that all Romanians grew up with. Wrapped in the national flag, it had an ageing, nostalgic consumer base and was losing ground with young generations who preferred ‘cool’ American brands. We challenged young people’s national ego by replacing ROM’s packaging with an American version. The campaign started in stores, and we placed blunt messages in relevant outdoor locations in order to trigger a strong response from the population. Many of the panels were painted overnight by unknown individuals with patriotic messages asking for the return of the old ROM.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again