This chocolate brand 'revised' its name to encourage people to give up up high-fives during the virus outbreak
Israeli candy bar Keef-Kef changed its moniker to highlight hand hygiene
Mar 18, 2020
You might think there's not much a chocolate brand could be doing to combat the coronavirus outbreak (except perhaps for those of us in need of some comfort eating).
But Israel's Keef-Kef, a well-known brand in the country owned by Elite chocolate, has done its bit, by "revising" its very name. Its moniker is based on two words which taken together mean fun. But when you break up the combination, the first word is “Keef”—the Hebrew word for “high five.”
After the Israeli Ministry of Health released coronavirus coping guidelines that included a ban on hand shakes and high fives of all kinds, agency BBR Saatchi & Saatchi created a billboard and social media campaign that deleted the first half of the brand’s name and left only the fun (“Kef” in Hebrew slang). The before and after versions of the logos appeared in ads, along with the words "Give up the high fives, for the time being."
These name and logo revisions are starting to emerge as the outbreak continues. Agency Gut, for example, helped Latin American tech brand Mercado Libre revise its icon for the times, while Slovenian creative Jure Tovrljan reworked famous brands' marks to react to the pandemic.