EAT-BAG

Babybel

In France, Babybel is a practical end-of-meal snack. Good product, clear benefit, but zero cultural presence. And yet it has one truth that makes it more than a fridge snack: it stays good outside the fridge for up to eight hours.

We built the campaign on a moment from pop culture: in her Vogue video showing what's in her bag, watched 1.5 million times, Olivia Rodrigo admitted that things get lost in there. Babybels included.

So we gave Babybel a place of its own. We created a new It-bag: the Eat-Bag, the first haute-couture bag designed to hold exactly one thing, a single Babybel. No more cheese lost at the bottom of the bag, and a snack that's ready whenever you are. The idea lets Babybel step into pop culture without losing what makes it useful.

The Eat-Bag is currently in production, with its release planned for fall 2026.