Elite's Wafers: The Wafer War

March 17, 2011Filed under Media and Food

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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