ROM Chocolate Bar changes iconic packaging to support Romanians working abroad unable to return home for Orthodox Easter, with the help of McCann Bucharest and MRM Romania
The Rom Autentic chocolate bar, famous for being wrapped in the colours of the national flag and its punchy, patriotic campaigns, has changed the brand’s famous packaging and is now wrapped in the flags of the countries in the world where Romanians are working.
More than 2 million Romanians are working abroad, most of them in countries like Italy, Spain and the UK. They usually return home for Orthodox Easter celebrations (this year happening on 20th April), but in these troubling times, the strong recommendation of the Romanian government was for them to not travel, in order to stay safe and protect their loved ones at home. So, for this Easter, millions of Romanians will celebrate alone, away from their families and friends. The right call, but definitely not an easy one.
To thank them for their solidarity and to show that the whole of Romania thanks them, ROM Chocolate, together with McCann Bucharest and MRM Romania, created an online platform where Romanians around the world can support each other. It allows everyone to change the traditional Romanian flag on the candy bar pack with the flag of the country where they know a Romanian friend or family member is spending the holidays alone, and it allows every person to add a message of support.
On social media, McCann and MRM created virtual ROM bars for every country where Romanians live abroad. The virtual chocolate bars work exactly like online greeting cards, including words of encouragement for Romanians to keep a positive attitude while they are away from home.
Advertising Agency: McCann Worldgroup Romania/MRM Romania
CCO McCann Worldgroup Romania/Creative Director McCann CEE: Catalin Dobre
Creative Director, MRM Romania: Ioana Zamfir
Content Director, MRM Romania: Ion Cojocaru
Group Creative Director, MRM Romania: Laura Belc and Adina Stanescu
Art Director, MRM Romania: Ionut Raicu and Laura Catea
Copywriter, MRM Romania: Madalina Pop and Cosmin Voicu