A BLOCKBUSTER PROMOTION IN MARKETS AROUND THE WORLD.

We put you in the action

We created a promotion that leveraged the power and excitement of the global Babybel TVC “movie trailer” spot and invited the shopper to participate in the campaign by putting themselves right into a custom movie poster they could share on social media with all their friends. Hollywood would’ve been proud. 

client

Bel Brands / Babybel

Category

CPG — Shopper / Experiential / Digital

Scope

Shopper activation in support of a global brand campaign

THE CHALLENGE

Amplify an international brand awareness campaign at retail across multiple markets with a compelling promotion that drove trial and engagement.

What made it bold

We put the shopper inside the story — literally. A customizable digital movie poster and graphic novel let consumers become characters in the BabyBel universe, turning a passive campaign into a shareable, participatory moment.

We developed an in-store communication display toolkit that leveraged all the assets and dynamic Babybel characters from the blockbuster TVC and brought them to life in-store.

  • Campaign Poster

  • Semipermanent End Cap Display

  • Fridge-Wrap Display + Cling

  • Aisle Archway

Or perhaps more accurately, we provided a way for our core audience put themselves into the story. We created a small, free downloadable digital graphic novel, based on the epic TVC video of our cheesy heroes. And we made it customizable so a clever kid could put themselves right into the plot…BAM! That was awesome!

First, we literally put them into the story.

We made the shopper a bigger part of the story.

We also gave the shopper the ability to Join the Goodness movement by giving them an opportunity to put themselves into a digital movie poster exclusively developed for the Babybel heroes – even if it was a little cheesy

Finally, We got them ready for their close-up.

As it turns out, there are lots of people that loved to be featured in a movie poster-wallpaper, even if it's pretend.

THE RESULT

This campaign didn’t just sell healthy snacks to parents and kids, it inspired them to join a movement – a global movement with goodness at its core, that was fun, exciting and tapped into all the best parts of popular culture around the world.  Additionally, the modular toolkit enabled consistent and cohesive activation across each region resulting in show-stopping displays in-store that engaged key retailers and their shoppers.

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