Media & PR

How to make a chocolate bar controversial

I’m normally quite jaded about “let’s kick up a controversy and call it a clever marketing move” type campaigns, but this one from Romania is very clever. And it features chocolate:

Rom, a popular Romanian chocolate bar that prominently features the Romanian flag on its packaging, evoked patriotism and national pride to fuel sales and build brand awareness for the product.

In an elaborate hoax, Rom changed its packaging to feature the American flag, launched advertising centered on American ideals and imagery, and created videos that justified the decision to distance Rom chocolate from its Romanian heritage. (Explanations included a struggling Romanian economy and disheartened youth culture)…

After only a week of letting Romanians believe that the American flag campaign was real, the chocolate bar company revealed the hoax.

Hat-tip: Owen Blacker.

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