The Israeli food company Elite is rebranding its storied "Turkish Coffee" temporarily with patriotic slogans such as "The Victory Generation," "We Have No Other Country," "Am Yisrael Chai," and "Strong Together."
The Elite brand of the Strauss group is famous in Israel for its beloved chocolates and candies, and especially its coffee - in particular, the "Turkish coffee" brand, which has been a fixture in Israel for sixty years.
Now, with Turkey and especially its President turning against Israel and openly defending Hamas, and with many other Israeli companies showing solidarity with the soldiers and the hostages, Elite is now flexing its patriotic muscles with these new logos.
Ofri Shavo, Vice President of Marketing at Strauss Coffee Israel, said that "to support our troops, we decided to update the package [of Elite Turkish Coffee] in war time, and come out with a series of sayings expressing messages of unity, hope, and faith in the justice of our cause."
