|Industry||Confectionery & snacks|
|Agency||BBR Saatchi & Saatchi Israel|
|Creative Director||Nadav Pressman|
|Copywriter||Eran Shushu Spanier, Gidi Shamir|
|Digital Creative Director||Eddie Goldenberg|
Credits & Description
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.