In France, Babybel is a practical end-of-meal snack. Good product, clear benefit, zero cultural presence. The brand wanted to change that — stepping into pop culture without losing sight of what makes it useful: it stays good out of the fridge for up to 8 hours.
The strategy: find the moments where that functional truth becomes unexpectedly relevant.
The strategy: find the moments where that functional truth becomes unexpectedly relevant.
EAT-BAG
FOR IT-GIRLS
FOR IT-GIRLS
Olivia Rodrigo's Vogue "In My Bag" video — 1.5 million views — includes a confession that resonated with anyone who carries a handbag: things get lost in there. Babybels included.
The handbag black hole isn't just relatable. It's a genuine barrier to eating well on the go.
The handbag black hole isn't just relatable. It's a genuine barrier to eating well on the go.
BABYBEL HAD A PRODUCT TRUTH
POP CULTURE HAD A PROBLEM
POP CULTURE HAD A PROBLEM
The first haute-couture bag designed to hold exactly one thing: a Babybel.
THE EAT-BAG
Fashion's most viral moments don't come from fashion. They come from contrast — when something deeply unglamorous enters a glamorous space with enough confidence and self-awareness to make the tension itself the point.
That's exactly what the Eat-Bag is. A haute-couture bag designed to hold a single cheese. The joke and the human truth coexisting.
This tension would likely make the Eat-Bag go viral and earn considerable organic coverage. The production of the Eat-Bag is planned for Fall 2026.
That's exactly what the Eat-Bag is. A haute-couture bag designed to hold a single cheese. The joke and the human truth coexisting.
This tension would likely make the Eat-Bag go viral and earn considerable organic coverage. The production of the Eat-Bag is planned for Fall 2026.
FROM THE FRIDGE
TO THE FRONT RAW
TO THE FRONT RAW
CONCEPT
CW
MY ROLE:
