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.