TV spots showed a debate between ELITE's CEO and Elite's advertising mascot over the "Vafel or Bafel?" question, then we invited consumers to take sides and vote through varies media touch points. After two and a half weeks, results were announced and the winner of the big debate was… Bafel!ELITE's CEO released a video admitting defeat and requesting that the old "Vafel" brand name on the product's box be replaced by the people's choice- "Bafel". Making it the first consumer-inspired-product-name-change in Israel's history.

- Over a million votes on the campaign website, in a nation of just 7 million people.- A total of 320 media mentions worth over $1000000.

- Product sales increased by 33.8% selling over half a million units.