Romania's ROM chocolate bar, launched in 1964 with the Romanian flag on its wrapper, had an ageing, nostalgic consumer base.In a category in which success means continuously attracting younger fans, ROM'snationalistic values were a disadvantage. Young Romanians are disillusioned and cynical towards national values, and prefer 'cool' American brands like Snickers - which lead as favourite brand with 19%.How could ROM, a chocolate bar bearing the Romanian flag, gain appeal to youngsters with few national values?Our strategy was to trigger a public debate about national values among youngsters and thus gain favorability for ROM brand.We challenged youngsters' national Ego by replacing the Romanian flag on the package with the American one, and announcing it in the mass-media. We fostered and encouraged public debate triggered by this 'American take-over'. We closely monitored and responded to public reactions.After a few days, following massive patriotic resurgence, ignited and developed especially in the social media, we brought back the old ROM, as Romanian as ever. The patriotism debate raged in the media, finally consecrating ROM as authentic national icon.Most importantly, ROM ousted category leader Snickers and became Romanian's favourite chocolate bar with a 79% increase.