Saatchis’ Babybel ad targets teens

Babybel is targeting young teens with a new campaign devised by Saatchi & Saatchi Paris that will run across Europe.

Babybel is targeting young teens with a new campaign devised by

Saatchi & Saatchi Paris that will run across Europe.

The new commercial aims to attract ten- to 15-year-olds. In the past,

Babybel has targeted young children and mothers with the ’it’s the

little cheese that likes to get out’ campaign.

The change in direction is a response to increased competition in the

young children’s cheese market from products such as Dairylea Dunkers

and cheese strings.

A more sophisticated, light-hearted approach in the latest spot is a bid

to win over a wider audience and puts Babybel in the snack market

alongside chocolate and crisps.

Babybel’s account director, Martin Duke, said: ’It is a new way of

communicating the emotional values of the brand. Until now we have

focused on the rational values - like you take it on picnics.’

The commercial, which will run in the UK for a month from 18 May, is set

in a newspaper printing factory in the Far East.

Some workers are taking a snack break, eating Babybel. They tease their

supervisor and throw the red wax coating of the cheese at him. It

bounces into the presses and a picture of a famous dignitary with a

prominent red nose is produced. Readers enjoy the picture, and the

commercial ends with the line ’Roll with it’.

The ad was written by Jean-Francois Sacco, art directed by Gilles

Fichteberg and directed by Doug Nichol through Stephane Sooshmanian. UK

media planning and buying is through the Media Edge.

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