Elite's Wafers : The Wafer War

I say Wafel, you say Bafel

Published On
May 02, 2011

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%.


May 02, 2011
Elite's Wafers
Elite's Wafers
Saatchi & Saatchi Tel Aviv
Vice President/Creative Director:
Yoram Levi
Creative Director:
Nadav Pressman
Eran Spanier
Gidi Shamir
Art Director:
Eyal Segal
Vice President, Head of Production and Content:
Dorit Gvilli
Gali Starkman
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
Leonid Angarov
New Media:
Inbar Greenberg
New Media:
Liron Cohen
Production Company:

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