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%.