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Elite Sweets: Sweetening The News
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Sweetening the Headlines: Elite Sweets Aims to Sweeten Daily News
With a Real-Time Newsroom Online CampaignIn Israel, news headlines tend to be depressing and disheartening. So Elite, the #. 1 sweets brand in the country, decided to change that with its brand message of "Creating Sweet Moments for People"After launching their new brand character puppets in a TV ad, Elite launched "Sweetening the Headlines" a real-time marketing online campaign which turned the most talked about news into fun videos. To do that, Elite, together with agency BBR Saatchi & Saatchi opened a brand newsroom made up of creative, social media and PR teams which gathered early each morning, went over the headlines and produced daily videos that corresponded with current events and aimed to sweeten people's day.
CEO: Yossi Lubaton |
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