Elite's Wafers: 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.

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