Israelis walking the streets, were amazed to see the posting polls they remembered change form.

As a result, the impact of the packaging redesign campaign was overwhelming and extremely well understood.

The most liked and mythological Israeli coffee changed its packaging for the first time since its launch in 1956. The repackaging created a need to generate awareness for this move and inform consumers all over the country.

Although repackaging the well loved coffee could have been a risky move, consumers welcomed the new packaging as the identification with the old tin can was immediate.

The move turned posting poll advertising into a hot issue overnight, making it a very sought after form of media.

Israelis were amazed to discover their coffee cans on posting polls.This move transformed the polls overnight, from a dull and unattractive street object to an appealing and unavoidable form of media.

Posting polls was a medium never before exploited in Israel, discarded by consumers and advertisers alike as boring and unworthy.

Elite coffee was the first to use this medium in order to reinforce the image of the well-known coffee brand and its signature-cylinder-shaped tin can.