The challenge
With a tradition of more than 40 years on the Romanian market, Dero is an iconic symbol, being the 6th most powerful Romanian brand voted by the consumers (Unlock, BrandRO, 2013). Due to the long heritage of the brand, a big portion of the users are women older than 55 (SNA-FOCUS, 2014).
The brand is acting in a promotion driven category, with leading players engaged in a fierce price war going on.
The challenge was to address a new audience, younger women, more active and more difficult to engage with. How to talk to the younger about a detergent? Not about any brand, but the oldest their mothers can remember?
The brief was to create a strong emotional bond to younger active women in order to keep driving trial, consideration and loyalty.
General Information:
Strategy: Romanian design is more and more appreciated and there is a trend around local designed clothes. Similarly, wearing modern clothes with a touch of authentic Romanian motifs is one of the latest fashion trends.
Why not give a special task to the talented Romanian designers?
Moreover, why not giving people the choice to customize the Dero pack?
The packaging of the detergent was handed to Romanians, to re-imagine it and give their own interpretation of it.
Under the statement ‘Dero is Yours’ , we opened a challenge to Romanian design enthusiasts, whether professional or not, to design a new Dero pack. The response we received was impressing: 150 designers showcasing a new packaging design.
The work "Romanian" signed by Lana Dumitru was declared the winner by consumers’ votes on Dero’s Facebook app. Lana designer won Romanian’s hearts with her collection reinterpreting old carpets folkloric motifs in her design. Her design was, as promised, brought onto the shelves, making the subject of the packaging for the DERO limited edition.

Besides the new packaging, a limited exclusive collections and 5 unique clothing creations signed by Lana Dumitru were created specifically for this campaign.
We engaged young women audience around fashion, as they could win a Lana dresses collection with limited edition Dero pattern. National women celebrities (singer, TV show host, TV presenter) wore designer’s clothes to stir desire and motivate young women to participate in the contest where they can exclusively win the limited edition clothes.
Video Link: