BABYBEL
MY ROLE:
Strategy
Concept
CW
Concept
CW
In France, Babybel is seen as a practical end-of-meal snack. But the brand wanted to challenge that perception—stepping into pop culture with a more unexpected, expressive presence, without losing sight of its core functional benefit: staying good out of the fridge for up to 8 hours.
We developed a series of timely, on-brand activations that tapped into cultural moments with surprising executions. Each activation balanced playfulness with purpose, keeping the message clear and consistent.
The introduction of Babybag is timed for fall, aligning with Paris Fashion Week.
We developed a series of timely, on-brand activations that tapped into cultural moments with surprising executions. Each activation balanced playfulness with purpose, keeping the message clear and consistent.
The introduction of Babybag is timed for fall, aligning with Paris Fashion Week.
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 ROGRIGO
TO OLIVIA ROGRIGO
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 celebreties
on the go to eat”
reminds celebreties
on the go to eat”
LIPSTICK ALARM
8 HOURS OUT. 8 HOURS ON
Study shows 63% of women forget to eat during the workday
because their 'Work Trance' mutes their body's signals.
because their 'Work Trance' mutes their body's signals.
We create a lipstick that works as a perfect sensory alarm clock
that reminds women to eat.
that reminds women to eat.
Babybel Lipstick lasts for 8 hours—just like Babybel. When it’s time
to reapply, the iconic red color and the smell of fresh cheese act as
a built-in snack alarm. It reminds you to grab a bite at the perfect
moment: while reapplying your lipstick and while your Babybel is
still fresh.
to reapply, the iconic red color and the smell of fresh cheese act as
a built-in snack alarm. It reminds you to grab a bite at the perfect
moment: while reapplying your lipstick and while your Babybel is
still fresh.
INSIGHT
IDEA
HOW IT WORKS
