Elite's Wafers: The Wafer War

March 17, 2011Filed under Media and Food
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The Hebrew word for Wafer is "Vafel" however Israeli's sometimes use the slang expression and call it "Bafel". So we launched a campaign to let the consumer decide how to call the product - "Vafel or Bafel?". After a two-week voting period the slang expression - "Bafel" won big time, Following this, all the wafer packs in the country changed the name on the package accordingly, making it the first consumer-inspired-product-name-change in Israel's history.

Advertising Agency:BBR Saatchi & Saatchi, Tel Aviv, Israel
Creative Director:Yoram Levi, Nadav Pressman
Copywriter:Eran (Shushu) Spanier, Gidi Shamir, Liron Vardi
Artdirector:Eyal Segal
VPHead Of Production:Dorit Gvilli
Content:Dorit Gvilli
Producers:Gali Starkman, Bosmat Marmarely
Vp Account Manager:Idit Zuckerman
Executive Supervisor:Amit Alter
Account Executive:Gili Naveh
P. Planning:Daniel Weissman
Planning Supervisor:Nir Abraham
Planner:Amir Rosner
Digital Supervisor:Liza Assulin
Digital Creative Director:Eddie Goldenberg
Art Director:Yaron Sagy
Digital Designers:Steve Reiches, Helena Roizin
Digital Programmer:Leonid Angarov
Digital Account Manager:Inna Rozenfeld
New Media:Inbar Greenberg, Liron Cohen
Production Company:Mula
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