In Ukraine, where brands feel ashamed to create something that is called advertisement and try to add some philosophical and really sophisticated background over their product, Roshen decided to be that brand, who is ok to be “just a perfect chocolate” and created ironic advert which recalls all that stereotypes and chocolate cliches in their new spot made with Ukrainian creative agency BART&FINK.
There are too many messages about taste in commercials. Each new slogan becomes more complex and metaphorical: "Explosion of taste", "100% taste", "More than taste", etc. All this has gone too far. Rockets Growth R&D agency chose a different direction to tell about the taste of the new Roshen Wafers. Rather than complicating to the limit, they decided to simplify to the limit. The slogans they have created sound like what people would say in real life: “Oh, ok”, “Nice stuff”, “Tasty…”. So simple and so unusual.