Elite's Wafers: The Wafer War

I say Wafel, you say Bafel

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Should the Israeli word for wafer - wafel - really be pronounced as its slang version, bafel? This was the basis of Saatchi & Saatchi Tel Aviv's campaign for Elite's Wafers, designed to create a buzz around the longstanding brand and differentiate it from new competition.

Elite's launched a TV campaign in which the CEO argued with the company's ad mascot about the issue, then encouraged consumers to vote for one side or the other, encouraging discussions by sending 'bribe packages' out to bloggers and other opinion-formers.

After a two week voting period, 'bafel' won out. The CEO released a web video admitting defeat and the name was changed on the packaging (the first such consumer-inspired name change in Israel). Over a million votes were registered (in a country of seven million) and the product's sales increased by 33.8%.

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May 02, 2011
Saatchi & Saatchi Tel Aviv
Elite's Wafers
VP Creative Director:
Yoram Levi
Creative Director:
Nadav Pressman
Eran Spanier
Gidi Shamir
Art Director:
Eyal Segal
VP Head of Production & Content:
Dorit Gvilli
Gali Starkman
Bosmat Marmarely
Executive Supervisor:
Amit Alter
Digital Supervisor:
Liza Assulin
Digital Creative Director:
Eddie Goldenberg
Digital Art Director:
Yaron Sagy
Digital Copywriter:
Liron Vardi
Digital Designer:
Steve Reiches
Digital Designer:
Helena Roizin
Digital Programmer:
Leonid Angarov
New Media:
Inbar Greenberg
New Media:
Liron Cohen
Production Company:
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