Lafarge Romania launched a campaign for its new formula Romcim cement

Business, Creativity

Lafarge Romania launches a new formula for its main packed cement, Romcim. The new formula is faster and simpler to apply, has better performances at low temperatures and a superior final resistance. Also, the product has a bigger productivity, involving a reduced cement consumption.

Romcim Leonard Doroftei

The campaign promoting the product was developed together with Notorious Advertising  and targets both professional constructors, masons and the end users.

With the relaunch of our main packed cement, Romcim, a product with an improved formula and reduced carbon footprint, we promise our clients a ‘concrete’ cement (…) Also, the 3R formula, that will be present on the new packaging and in all our prints defines very clearly the 3 main strong points of the product; resistance, rapidity and result

Sebastian Popescu,

Marketing Director Lafarge Romania.

The integrated communication campaign will include print, outdoor, radio ads and promotional in-store materials.

The relaunch campaign for Romcim means a new, stronger image, that supports and promotes a superior quality product (…)  The new Romcim packaging has  modern graphics and chromatic, that differentiates from similar products – orange and black – a powerful, attractive and very visible combination that will make it memorable

Adriana Jipa,

Group Account Director Notorious Advertising.

The main character of the campaign is the well known professional boxer Leonard Doroftei whose image and sports career perfectly match the 3 characteristics promised by the new Romcim.

During the advertising campaign, a Lafarge Romania team is travelling in a caravan through selected counties, in order to directly promote the product among constructors and masons.

Lafarge is worldwide leader in construction materials and has 65,000 employees in 64 countries and an Euro 15.8M turnover last year.