Elite's Wafers : The Wafer War
I say Wafel, you say Bafel
Editor's Pick
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%.
Credits
- Date
- May 02, 2011
- Brand :
- Elite's Wafers
- Client :
- Elite's Wafers
- Agency :
- Saatchi & Saatchi Tel Aviv
- Vice President/Creative Director :
- Yoram Levi
- Creative Director :
- Nadav Pressman
- Copywriter :
- Eran Spanier
- Copywriter :
- Gidi Shamir
- Art Director :
- Eyal Segal
- Vice President, Head of Production and Content :
- Dorit Gvilli
- Producer :
- Gali Starkman
- Producer :
- Bosmat Marmarely
- Executive Music Supervisor :
- Amit Alter
- Digital Media Supervisor :
- Liza Assulin
- Digital Creative Director :
- Eddie Goldenberg
- Digital Art Director :
- Yaron Sagy
- Digital Copywriter :
- Liron Vardi
- Senior Digital Designer :
- Steve Reiches
- Senior Digital Designer :
- Helena Roizin
- Programmer :
- Leonid Angarov
- New Media :
- Inbar Greenberg
- New Media :
- Liron Cohen
- Production Company :
- Mula
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