The Wafer War

The Hebrew word for Wafer is “Vafel” however Israeli’s sometimes use the slang expression and call it “Bafel”. So we launched 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.


Name of Advertiser: Strauss-Elite
Advertising Agency: Saatchi & Saatchi Tel Aviv
V.P. Creative Director: Yoram Levi
Creative Director: Nadav Pressman
Copywriter: Eran (Shushu) Spanier, Gidi Shamir
Art-Director: Eyal Segal
VP-Head Of Production & Content: Dorit Gvilli
Producers: Gali Starkman, Bosmat Marmarely
VP Account manager: Idit Zuckerman
Executive Supervisor: Amit Alter
Account Executive: Gili Naveh
V.P. Planning: Daniel Weissman
Planning Supervisor: Nir Abraham
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: Inbar Greenberg/Liron Cohen
Production Company: Mula

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