The fun kind of good

With this new multimedia campaign The Fun Kind of Good, Babybel® is here to show us that “good», far from boring, can actually be a blast. As people snack more and more to match very busy lifestyles (91% of consumers around the world snack at least once a day, according to the 2024 Mondelez State of Snacking Report), it is crucial to offer “good” and healthy snacking options. It’s a matter of public health. And a small portion of cheese like Babybel® is a very good candidate to fill that role.Yet, Babybel® doesn’t immediately come to people’s mind even though it has everything you could ask of a healthy snack: 100% real cheese, at least 4g of protein, an easy-to-slip into any bag or backpack with its wax wrapper that maintains freshness all day out of the fridge.

“To really make these messages land, and to make healthy snacking desirable, it was key to bring back to life the fun and playfulness that is inherent to our brand's DNA. We wanted to deliver these messages in an approachable way, not be serious.”
Louis Lopez, Babybel® Marketing Director

To come back to the iconicity of this well-loved product, the fully 3D global saga, developed with HAVAS/PROVIDENCE and produced by POP (Prose on Pixels), features several 20-second comedies and a longer cinema format as well as a set of prints, putting Babybel® characters front and center as humorous characters. With the creative team, directors SoandSau (known for evian’s Water Boy) crafted a custom-made environment for the Babybel characters, gave each of them a real personality, giving them their own fun language in collaboration with sound production company Capitaine Plouf to highlight their emotional reactions and their playfulness. With the minimalist environments, all of Babybel’s characteristics could really shine through.

“We had a lot of fun creating this campaign together with the creatives, directors, production, account teams, and client. And this playfulness and shared enjoyment definitely comes through in the films.”
Julien Deschamps, Providence Creative Director

Supervised by Emilie Nicodex, Head of 3D at POP, the Babybel® characters were brought to life through precise modeling and animation. Special focus was placed on the textures of the cheese and wax, balancing realism and appetite appeal. Movements were inspired by gymnasts to ensure fluidity, while realistic lighting and shadows reinforced the sense of depth and interaction. Every detail, from pixel to motion, was designed to create an immersive and dynamic world for these high-energy characters. For even more Babybel fun, a 45’’ cinema spot that will show a Babybel® character’s “good on the go” odyssee. The film reveals a new track written for Babybel® in collaboration between the agency, the brand and up and coming Australian artist Sam Quealey who lends her vocals to this earworm of a track. The song, titled I’m your Baby, highlights the relationship with someone you can truly count on just like Babybel and defines the whole rhythm of the film. With this song is revealed the new sound identity of the brand
“I’m your baby-babybel”, that is present on all the video assets to introduce and close the films. With this collaboration with Sam Quealy, the brand shows its commitment to step into a new era and fully take part in today’s pop culture across the world.

«I saw a clear musical thread running through Babybel’s history—from the sunny California pop of the Beach Boys (with their iconic “Barbara Ann” reimagined as “Babababababybel”) to today’s hyperpop, embodied in this campaign by Sam Quealy who completely embraces her uniqueness - and that is so modern ! To me, staying in tune with the times is the secret to an iconic brand and campaign. This direction felt spot-on to me, and I’m glad Bel went for it" Fabrice Brovelli, POP France Creative Vice President.

This new global campaign includes a 45’’, 5x20’’, 5x15’’, outdoor, print, DOOH and digital. It will first be launched in North America beginning of May (TV, OLV, social media), with the long format then broadcast in cinemas from May 23rd. Launches will then follow all across Europe (France, Spain, UK…) during this summer to paint the world Babybel-red.