As the next step in establishing its new identity, Babybel lets its iconic product do the talking on TV. A new character personifies both of the brand's core territories: fun and naturalness. The proposition targets a wide audience of parents and children.
Brands are currently struggling to find new ways of addressing these targets. Introducing this new character as a brand ambassador is a real opportunity to bring Babybel closer to its consumers and nurture the relationship.
Our approach is to immerse viewers in the midst of a story with Mini Babybel as the hero. It gives Mini Babybel the chance to show them its true personality.
The story is brought to life through the all-new Red or White interactive experience where web users make choices to shape their Mini Babybel adventure. The campaign highlights the dual nature of Mini Babybel: fun outside (Red) / real inside (White).
On a mission to rescue his sweetheart Cherry Tomato, Mini Babybel reveals his soft heart beneath a hard exterior as he encounters unlikely new characters: a rapping donut with killer lyrics, a nymphomaniac potato, a tube of mayonnaise that’s possessed by the devil and a claustrophobic walnut.
The adventure is split into five interactive videos that develop the story as the user chooses from various options. At each stage, they can select Red for a funny, offbeat outcome or White for a more considered approach.
Curious users will find additional hidden scenes and unexpected behind-the-scenes footage to be unlocked with a Konami code.