Strauss-Elite in Israel recently ran “The Wafer War”, an interactive advertising campaign centred on the brand name for Elite’s Wafers. The Hebrew word for Wafer is “Vafel” however Israeli’s sometimes use the slang expression and call it “Bafel”. Strauss-Elite worked with Saatchi & Saatchi, Tel Aviv, to launch a campaign to let the consumer decide how to call the product – “Vafel or Bafel?”. After a two-week voting period the slang expression “Bafel” won big time. Following this, all the wafer packs in the country changed the name on the package accordingly, making it the first consumer-inspired-product-name-change in Israel’s history.
Click on the image below to play the Wafer War case study video in YouTube (HD)
The Wafer War was waged at Saatchi & Saatchi Tel Aviv by creative directors Yoram Levi and Nadav Pressman, copywriters Eran (Shushu) Spanier and Gidi Shamir, art director Eyal Segal, head of production and content Dorit Gvilli, producers Gali Starkman, Bosmat Marmarely , account manager Idit Zuckerman, executive supervisor Amit Alter, account executive Gili Naveh, VP planning Daniel Weissman, planning supervisor Nir Abraham, planner Amir Rosner, digital supervisor Liza Assulin, digital creative director Eddie Goldenberg, digital art director Yaron Sagy, digital copywriter Liron Vardi, digital designers Steve Reiches, Helena Roizin, digital programmer Leonid Angarov, digital account manager Inna Rozenfeld, new media producers Inbar Greenberg and Liron Cohen at Mula.