In France, Babybel is a practical end-of-meal snack. Good product, clear benefit, zero cultural presence. The brand wanted to change that — stepping into pop culture without losing sight of what makes it useful: it stays good out of the fridge for up to 8 hours.
The strategy: find the moments where that functional truth becomes unexpectedly relevant.
The strategy: find the moments where that functional truth becomes unexpectedly relevant.
EAT-BAG
FOR IT-GIRLS
FOR IT-GIRLS
Olivia Rodrigo's Vogue "In My Bag" video — 1.5 million views — includes a confession that resonated with anyone who carries a handbag: things get lost in there. Babybels included.
The handbag black hole isn't just relatable. It's a genuine barrier to eating well on the go.
The handbag black hole isn't just relatable. It's a genuine barrier to eating well on the go.
BABYBEL HAD A PRODUCT TRUTH
POP CULTURE HAD A PROBLEM
POP CULTURE HAD A PROBLEM
The first haute-couture bag designed to hold exactly one thing: a Babybel.
THE EAT-BAG
THE EAT-BAG
NO MORE DIGGING FOR YOUR BABYBEL
With 5 grams of protein and no added sugar, Babybel is the perfect on-the-go snack that can stay up to 8 hours out of the fridge. But it faces a universal problem among fashion addicts and influencers: the handbag black hole. Many people forget to eat their Babybel because it gets lost in their bag. That’s what Olivia Rodrigo explained in her In My Bag Vogue video, seen by 1.5M viewers on YouTube.
Babybel embraces this cause with humor and a playful twist by launching its Eat Bag: the first haute-couture bag designed to hold only one thing: a Babybel. Making it impossible to forget it.
We launch the Babybel Eat-Bag with a very tongue-in-cheek activation film, where we explain the problem, how we came up with the idea, and how we made the bag using haute-couture craftsmanship. We also explain that we’re sending the bag to Olivia Rodrigo and other celebrities and fashion influencers who like Babybel, A PR rollout would also allow us to secure some guaranteed media coverage.
BACKGROUND
IDEA
HOW IT WORKS
WE WILL SEND THE BAG
TO OLIVIA RODRIGO
TO OLIVIA RODRIGO
AND TO FRENCH FASHION
INFLUENCERS LIKE
LÉNA MAHFOUF
INFLUENCERS LIKE
LÉNA MAHFOUF
FUN AND SELF-IRONIC
IT-GIRL ALEX CONSANI IS
SURE TO APPRECIATE
THE EAT-BAG
IT-GIRL ALEX CONSANI IS
SURE TO APPRECIATE
THE EAT-BAG
LAUNCH EXTRA EDITIONS FOR BABYBEL MAXI
AND 3 MINI BABYBELS
AND 3 MINI BABYBELS
“Babybel creates
EAT-bag for IT-girls”
EAT-bag for IT-girls”
“The new IT-bag
reminds celebrities
to eat on the go”
reminds celebrities
to eat on the go”
CW
DANIIL MORATSEV [ART DIRECTION]
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