Strauss Elite: Embracing the Haters by BBR Saatchi & Saatchi

Date: Mar 2020
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‘Torteet’, ‘Teami’, ‘Egozi’ and ‘Twist’ are chocolate bars from a different era.

Had you come to Israel in the 1970's you’d have found only one chocolate brand on supermarket shelves: Elite’s bars. They were the brand everyone grew up on and loved.

But with the years, the Israeli market opened up and international brands made their way into the country and its supermarkets. People began slowly ditching Elite’s chocolate bars in favor 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’.

But Elite refused to surrender to the haters. Instead, they decided to take a drastic step and restore its faithful consumers’ pride in eating the bars. By redesigning the bars’ packaging and changing the bars’ names to what Israeli consumers reproach them most:

Twist 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.


Agency Credits: BBR Saatchi & Saatchi

Client: Elite Confectionery, Strauss Group

CEO: Ben Muskal

CCO: Yaron Perel

Creative Director: Shay Israel

Art Director: Yuval Zuckerman

Copywriter: Ronni Azulay

Digital Creative Director: Idan Kligerman

Creative Social: Nofar Birenbaum, Eshchar Cohen

Creative Digital: Gal Mamalya

VP Strategic Planning: Yossi ‘Joe’ Baruch

Strategic Planner: Zemer Doron, Asaf Hauschner Regev, Lora Goichman

Marcom Director: Eva Hasson

VP Group Account Head: Lee Bryn

Account Supervisor: 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

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