American Rom

Insight

Young people in Romania have lost their sense of Romanian pride, which creates a huge challenge for chocolate bar that's wrapped in the Romanian flag.

Idea

Challenge the national ego of young Romanian's by replacing the Romanian flag on Rom with the USA flag.

Execution

An integrated compaign aimed at starting a debate with the change in chocolate bar wrapper at the centre of it all.

Notes

I love this so much. It’s a great example of reverse psychology at play. You can try to appeal to people's national pride all you want through nostalgia, but nothing hits harder than when you take something they didn't even realise they cared about away.