DiFine PR develops the rebranding and communication strategy for Dulcinella Romania

DiFine PR has taken over, since August, the responsibility for corporate communications, employer branding and influencer marketing for Dulcinella Romania, a brand that operates a network of 18 confectioners and pastry shops, as well as a factory in Targu Neamt.

Dulcinella Romania, which aims to become the market leader in the next five years, is working with DiFine PR to accelerate the development and consolidation of its market position.

The agency supports Dulcinella Romania’s business objectives through a tailored communication strategy, which includes the identification and targeting of new audience segments, especially the 18-35 age group, in addition to the already existing over 35 age group. DiFine PR is focused on repositioning the brand through media relations and influencer marketing campaigns, aimed at increasing brand awareness and attracting a more diversified audience.

Dulcinella Romania’s decision to collaborate with DiFine PR confirms the agency’s expertise in managing complex rebranding and repositioning campaigns, emphasizing its ability to achieve concrete and measurable results in a competitive market.

DiFine PR provides the Dulcinella brand with a full range of corporate communications strategy and implementation services, including media relations, event planning, crisis communications, CSR, employer branding and influencer marketing, through its specialized division, DiFine Social. With extensive expertise in building and enhancing reputation, the agency utilizes digital marketing and media relations solutions with demonstrable results across diverse industries.

Dulcinella is a brand founded in 2005 in the Republic of Moldova, and since 2021 it has also entered the Romanian market. The pastry and confectionery network is present in Bucharest, Iași, Suceava, Târgu Neamț, Piatra Neamț, Roman and Fălticeni.

“Working with Dulcinella has brought us many reasons to celebrate, but two in particular are relevant. Dulcinella Romania is going through a rebranding and in the next 18 months it will be seen in the design of the entire network. And, as any rebranding means a lot of energy and optimism at the beginning, it is a source of pride that the management chose us to communicate the changes the company will go through. Thus, Dulcinella is a brand that adds to the new clients we have since this year in the financial, real estate, pharma and education area and to the traditional ones in the IT&telecom area,” said Diana Iosu, founder of DiFine PR.

DiFine PR has managed in the last month the opening of the newest Dulcinella Romania confectionery on Nicolae Balcescu Boulevard in Bucharest, marking an investment of 100.000 euro. This unit is the first to be launched after the strategic rebranding of the Dulcinella Romania network, which now counts 18 locations, eight of which are located in Bucharest.

The rebranding of Dulcinella will bring a significant change to the customer experience by transforming the spaces into retro-modern design confectioners, launching new products and updating the packaging design and logo. With this repositioning, the management aims to attract a younger audience between the ages of 18 and 35, thus expanding its customer base and strengthening its presence in the Romanian confectionery market.

DiFine PR has managed in the last month the opening of the newest Dulcinella Romania confectionery on Nicolae Balcescu Boulevard in Bucharest, marking an investment of 100.000 euro. This unit is the first to be launched after the strategic rebranding of the Dulcinella Romania network, which now counts 18 locations, eight of which are located in Bucharest.

The rebranding of Dulcinella will bring a significant change to the customer experience by transforming the spaces into retro-modern design confectioners, launching new products and updating the packaging design and logo. With this repositioning, the management aims to attract a younger audience between the ages of 18 and 35, thus expanding its customer base and strengthening its presence in the Romanian confectionery market.

“Rebranding Dulcinella marks an important step in the company’s expansion strategy on the Romanian market. It is an essential action to align the brand with the values and expectations of Romanian consumers, in particular to attract a young audience, between 18 and 35 years old, in addition to the already existing over 35 segment.

After the takeover by Cornelius H Group LTD, the company experienced a major transformation, targeting key areas such as production, logistics, distribution and marketing. The rebranding comes as a natural move in strengthening the niche leadership we are targeting for the next five years. We are ensuring that capital resources are properly directed to support this vision and to bring innovative products to the Romanian market“, said Sergiu Diaconu, shareholder representative of Cornelius H Group LTD, the investment fund that owns Dulcinella Europe.

Dulcinella’s management estimates a turnover of 5 million euros for this year, and a 30% increase – to 6.5 million euros – for 2025, as a result of business growth in Romania and internationally. Dulcinella has 170 employees in Romania.

DiFine PR is a full-service communications agency that was launched in 2018 by Diana Iosu, a communications specialist with over 25 years of experience. Over the years, DiFine PR has communicated for brands such as McKinsey & Company, NN, Pluxee (formerly Sodexo), FintechOS, Stefanini, Alexandrion Group, GapMinder VC, GapMinder VC, Techcelerator, Dulcinella Romania, Seedblink, Bricklofts, Goldring, Undelucram.ro, Restart Energy, Verita International School, Tema Energy, Bitcoin Romania, TH Essers and over 150 tech startups.

Last year, the agency recorded a turnover of €0.6 million, up about 40% compared to 2022.