‘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.CreditsAgency Credits: BBR Saatchi & SaatchiClient: Elite Confectionery, Strauss GroupCEO: Ben MuskalCCO: Yaron PerelCreative Director: Shay IsraelArt Director: Yuval ZuckermanCopywriter: Ronni AzulayDigital Creative Director: Idan KligermanCreative Social: Nofar Birenbaum, Eshchar CohenCreative Digital: Gal MamalyaVP Strategic Planning: Yossi ‘Joe’ BaruchStrategic Planner: Zemer Doron, Asaf Hauschner Regev, Lora GoichmanMarcom Director: Eva HassonVP Group Account Head: Lee BrynAccount Supervisor: Sivan Bar-Dagan, Ronny ChaikinAccount Executives: Lior Ben Izhak, Tye SchreiberVP Production: Iris IsraeliAgency Producer: Bosmat Ben-DavidVideo editor: Leehou Porat