Babybel - Join the Goodness
Babybel approached Havas Chicago and BETC Paris. The client wanted to position Babybel as a hero snack, empowering consumers to break free from the constant temptation of unhealthy eating habits. The challenge was to inspire a shift towards healthier choices, making "goodness" appealing and accessible for everyday snackers. They sought a campaign that would encourage people to "Join the Goodness" and choose Babybel.
Creative Idea
Babybel created a surreal Bangkok where its heroes fought junk food, showing the snack empowers healthier eating choices.
Babybel created a surreal campaign transforming Bangkok into a Babybel world to show how their snack can help people break free from unhealthy eating habits. The campaign uses a magical realism approach to position Babybel as a "goodness" hero that empowers consumers to choose healthier snack options.
Creative Strategy Deconstructed
Company
Babybel leverages its iconic red-wax identity and reputation as a 100% real cheese snack to position itself as a natural alternative. Its portable, playful form factor allows it to credibly act as a 'hero' in the on-the-go snacking world.
Category
The category typically relies on literal product shots or domestic 'mom-and-child' tropes. Most healthy snack ads feel restrictive or clinical, failing to capture the epic scale of the battle against junk food.
Customer
Modern snackers feel trapped in an environment designed for over-consumption and 'bittersweet' temptation. They want a sense of agency and a 'little help' to break free from the cycle of unhealthy, processed choices.
Culture
The rise of 'Big Food' skepticism and a craving for cinematic escapism allowed a surreal, blockbuster-style narrative to resonate. People are looking for brands to take a stand for 'goodness' in a visually overwhelmed world.
Company
Babybel leverages its iconic red-wax identity and reputation as a 100% real cheese snack to position itself as a natural alternative. Its portable, playful form factor allows it to credibly act as a 'hero' in the on-the-go snacking world.
Category
The category typically relies on literal product shots or domestic 'mom-and-child' tropes. Most healthy snack ads feel restrictive or clinical, failing to capture the epic scale of the battle against junk food.
Strategy:
Position Babybel as a cinematic hero liberating consumers from junk food through a surreal, visually epic world of goodness.
Customer
Modern snackers feel trapped in an environment designed for over-consumption and 'bittersweet' temptation. They want a sense of agency and a 'little help' to break free from the cycle of unhealthy, processed choices.
Culture
The rise of 'Big Food' skepticism and a craving for cinematic escapism allowed a surreal, blockbuster-style narrative to resonate. People are looking for brands to take a stand for 'goodness' in a visually overwhelmed world.
Strategy:
Position Babybel as a cinematic hero liberating consumers from junk food through a surreal, visually epic world of goodness.
Strategy Technique
Make the Brand the Hero of a Bigger Fight
Babybel positions itself as a 'goodness hero' fighting the widespread problem of unhealthy eating habits. This elevates the snack to a symbol of empowerment for better choices.
Explore Technique
Creative Technique
Create Fantasy Worlds, People and Things
The campaign transforms Bangkok into a surreal Babybel world, visualizing the brand's 'goodness' as a pervasive force. This crafts an alternate reality where healthier choices are the empowering norm.
Explore Technique
