Once upon a time, chocolate brand, Elite’s, Torteet, Team, Egozi and Twist were the most popular chocolate bars in Israel. True, it helped that Elite was the only chocolate brand on supermarket shelves in Israel in the ‘70s. Elite was the brand everyone grew up on and loved.
Then things changed. Israel opened up to the world and international chocolate brands made their way into the country to snatch chunks of the market. They succeeded. Israelis, many of whom had never been abroad, were enchanted by the opportunity to get a taste of being abroad even if it was only by intermediary of a chocolate bar made overseas. They slowly began ditching Elite’s chocolate bars in favour of the international power brands – a gradual but ultimately mass exodus which ended with the shaming today of the few consumers who remained faithful to Elite bars.
Consumers the public has branded as weirdos and misfits. The local brand has become very uncool.
Elite, however, refused to surrender to the haters. And its agency, BBR Saatchi & Saatchi, helped it to take a drastic step to restore its faithful consumers’ pride in eating the bars.
The partners have renamed Elite’s four out of favour bars. They have given them the names Israelis most commonly use to criticise them.
- Twist has become became It’s dry!
- Torteet, Who (the hell) eats it?
- Teami, What (the #$@!) is in it
- Egozi, But why (would you eat it)?
The bars and their redesigned packaging were relaunched under the tagline, You can’t explain love, and distributed all over the country with BBR Saatchi & Saatchi’s billboards, social media and influencers spreading the message.
The Israeli internet and Elite’s faithful consumers loved the ballsy move, the f**k you to haters. Israel loved the humour and appreciated the honesty. Elite’s lovers who could now hold their heads up high, their dignity reclaimed.
Elite bars’ sales rose by 25% (a record high in 7 years), brand love rose 49% and brand relevance jumped to a 76% – all time high, “proving that when you’re faithful to yourself and to your consumers it pays off. BIG TIME,” BBR Saatchi & Saatchi noted.
Agency Credits: BBR Saatchi & Saatchi
Chief Executive Officer: Ben Muskal
Chief Creative Officer: Yaron Perel
Creative Director: Shay Israel
Art Director: Yuval Zuckerman
Copywriter: Ronni Azulay
Digital Creative Directors: Idan Kligerman
Creative Social: Nofar Birenbaum & Eshchar Cohen
Creative Digital: Gal Mamalya
VP Strategic Planning: Yossi ‘Joe’ Baruch
Strategic Planners: Zemer Doron, Asaf Hauschner Regev & Lora Goichman
Marcom Director: Eva Hasson
VP Group Account Head: Lee Bryn
Account Supervisors: Sivan Bar-Dagan & Ronny Chaikin
Account Executives: Lior Ben Izhak & Tye Schreiber
VP Production: Iris Israeli
Agency Producer: Bosmat Ben-David
Video Editor: Leehou Porat
Client: Elite Confectionery, Strauss Group