Highlight from Cannes
American Rom – Winner of Promo & Activation: Best New Product Launch/Re-Launch
What it is
Romania’s ROM chocolate bar wanted to gain attention from a younger audience. ROM challenged young Romanians’ national ego by triggering a public debate about national values by launching a limited edition of an ‘American’ ROM – same product, same price, but branded with the US flag. McCann Erickson put the product in stores, encouraged sampling, announced the change in media, and stirred the debates. After one week, the old ROM was back as Romanian as ever, while the American ROM became a collector’s item.
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