ROM Chocolate to sweeten cancelled events
ROM Chocolate, a small Romanian brand wrapped in the colors of the national flag, offers to sponsor major international cancelled events around the globe.
Although an iconic brand on the local market – it’s Romania’s first chocolate bar, launched in 1964 and wrapped in the national flag colors – ROM would never have had the budget to sponsor big international events.
However, for the launch of ROM Buzz – its newest product, a chocolate wafer with rum filling – the brand identified a so-far unexplored territory and decided to take action: reinventing sponsorships, ROM Buzz offers to sponsor the events that it might be able to afford – the CANCELLED ones.
The majority of international sports, cultural, music events have been cancelled for 2020, and with them all advertising budgets that the big brands would have spent sponsoring them. But ROM, the small Romanian chocolate brand that knows how to fight in hard times, is offering to cometo the rescue, with a helping hand for some of the cancelled events.
Canceled events can visit getsponsoredbyrom.com and find a sponsorship package. The packages are available in limited number.
In a year that is marked by a health crisis, when brands give up on some of their plans, we decided to continue our plans of launching a new product – ROM Buzz, a sweet waffle with a lot of rum filling, aiming to sweeten up some of the events that have been cancelled. We have chosen to be optimistic and turn this tough year into the best year for launching ROM Buzz”, stated Gabriela Munteanu, Marketing Director, Kandia Dulce.
ROM is no stranger to bold campaigns. In recent years it swapped the Romanian flag on its packaging with the American one, creating national rage and reigniting Romanian dormant patriotism; it changed the image of Romanians on Google (from “stupid” to “smart”); it helped the world understand the difference between Bucharest and Budapest; it launched the first AI ambassador of a country and many more.
ROM may not have the marketing budget of big international players, but this always helps us push our creative limits and we couldn’t be prouder to be working for such a brave client.
Also, in the context of today’s world, we believe our industry has the responsibility to help brands not only to act responsibly and make a difference, but also to entertain. We wanted to bring a bit of optimism in the world by proposing a lighter tone of voice in a campaign that tackles the new normal,” stated Catalin Dobre, CCO McCann WG Romania & Regional CD McCann Central Eastern Europe.
“When you have such a ballsy brand personality in your hands as we do with Rom, you feel you have to do it justice every time- yes, also during a pandemic. Enter the Romanian challenger thing once more, with the brand now twisting the worldwide negative narrative to its favor and coming up with this deliciously stupid ambition. With that, I believe we made Rom use its tinier but quite efficient weapons to perfection”, stated Ioana Zamfir, ECD MRM Romania.
About McCann Worldgroup
McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing solutions network with over 20,000 employees united across 100+ countries by a single vision: To help brands play a meaningful role in people’s lives. McCann Worldgroup was recognized by the Cannes Lions as the 2019 Network of the Year and by the Effies as the world’s most creatively-effective marketing services company both in 2018 and 2019. The network comprises McCann (advertising), MRM//McCann (science/technology/relationship marketing), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (production), Weber Shandwick (public relations) and FutureBrand (consulting/design).
About Kandia Dulce
With a history of more than 120 years, Kandia Dulce is the largest Romanian producer of sweets, with an extensive portfolio of brands present in product categories such as chocolate, confectionery & biscuits. ROM Autentic is almost a national symbol, as the chocolate bar is wrapped in the colors of the Romanian flag. It is the brand that has constantly provoked Romanians patriotism, starting with the multi-awarded Cannes Lions campaign from 2012, American ROM.
Agencies:
Creative agencies: MRM Romania, McCann Worldgroup Romania
Media Agency: UM Romania
PR Agency: McCann PR
Credits:
Catalin Dobre- CCO McCann Worldgroup Romania
Ioana Zamfir – Creative Director MRM
Ion Cojocaru – Content Director MRM
Alexandru Vasile – Creative Director McCann Worldgroup Romania
Laura Belc – Group Creative Director MRM
Adina Stanescu – Group Creative Director MRM
Cosmin Voicu – Copywriter MRM
Laura Catea – Art Director MRM
Codrin Badescu – Social Media Strategist MRM
Madalina Ciocan – Social Media Manager MRM
Andreea Sofrone – Group Account Director MRM
Ana Smarandescu – Junior Account Manager MRM
Madalina Anghel – Account Manager MRM
Monica Nastase – Media Planner UM
Cristian Ene – Digital media planner UM
Ramona Radu – Influencers manager UM
Carmen Bistrian – PR Manager McCann Worldgroup Romania
Corina Nica – Corporate PR Executive McCann Worldgroup Romania
Tiberiu Munteanu – Head of AV McCann
Alexandru Platon – AV Producer McCann
Radu Munteanu – Director
Production house – MME
Kandia Dulce:
Gabriela Munteanu – Marketing Director
Elena Petrea – Chocolate Category Manager
Alexandra Şoagher – Junior Brand Manager
Alina Crangă – Group Brand Manager