In another example of a brand inserting itself into social discourse, Israeli sweets brand Elite, with help from BBR Saatchi & Saatchi, decided to sweeten Israel’s decidedly depressing news.
The agency launched a brand newsroom (oh how 2013 of you!) to re-interpret the news with videos and a cast of muppets who added some positivity to the daily news cycle.
The videos reached 1.5 millions views and the brand’s YouTube channel saw a 923% increase in subscribers. Watch the case study video below.
