In 2017, the little and unknown SIM was a tiny regional dairy producer from Timisoara, processing 100% of the best Romanian milk, in the most modern milk factory in Romania. SIM held only 2% of Plain Milk market, a very fragmented category of over one hundred brands. Rapid action was needed in order to achieve national distribution and sales, therefore SIM decided for rebranding, and launched its first advertising campaign. The desire to avoid the idyllic, traditional and the always happy family clichés, largely present in the category, led to the creation of the SIM strong little drummer boy with the fur hat and bull horns, along the insightful slogan “Strongly Romanian”.