The background of this study is related to the loss of confidence in the financial sector after the economic crisis which began in 2008. In Central and Eastern European countries a specific aspect of this issue was identified, namely: the loss of confidence in foreign currency loans, considered an exotic bank product. Beside the political aspects of this topic the social responsibility of banks’ marketing and advertising should also be considered at two important stakeholders categories: consumers and regulatory bodies. This study is guided by the following research question: how were the Swiss franc foreign currency loans introduced in the Hungarian and the Romanian market? In this paper the exploratory phase of the research is presented. The general economic situation in the recession and the specific marketing and advertising expense in this period led to a better understanding of the situation. In the case of two developing countries, Hungary’s and Romania’s banking sector are presented with a focus on the exotic product such as the foreign currency loan. The results emphasized the key factors of successful and less successful country cases.