A chocolate forbids high-fives
How can a chocolate brand help in the fight against the coronavirus? Probably not much. But that didn't stop Kif Kef.
Kif Kef is Israel's Kit Kat and at least as popular there as its Nestlé counterpart is in this country. The name "Kif Kef" is based on two words that together mean fun. The term "Kif" per se is the Hebrew word for "high five.
After Israel's Ministry of Health communicated Corona rules of conduct that include a ban on all handshakes - and high fives - Kif-Kef producer Elite and Saatchi & Saatchi Israel took the initiative with a simple but clever real-time marketing campaign: The first half of the brand name, the "Kif," was unceremoniously removed. The chocolate temporarily renounces its high-five, and the population is expected to do the same.
