The Babybel cheese brand has turned its iconic packaging, the recognizable red wax wrapper, into a fashion accessory. In collaboration with British designer Anya Hindmarch, she has created a charm to wear hanging from a bag, joining a trend that has captured the attention of the marketing industry in recent months.
Thus, the famous slice of cheese has been transformed into a luxury item. And the creator, known for turning everyday products into unique fashion accessories, has created a piece that she sells through her online store at a price of 195 euros. In this way, the collaboration allows Babybel to raise its perception and link itself to prestige and sophistication to transfer the attributes of fashion and luxury to its product.
The accessory imitates the appearance of the famous miniature cheese, with its round shape and characteristic red color. But instead of the characteristic wax packaging, the charm is made of bright red goat leather, and includes printed and embossed details that reproduce the original packaging. And a gold metal clasp allows it to be hung from a bag or used as a keychain.
The collaboration with Babybel is part of the “Anya Brands” collection, which includes the creations made by the designer over recent years together with other renowned brands. To her credit, she has, among other things, a wallet from the Froot Loops cereal brand, other charms from Crayola or Clipper, or Heinz and Coca-Cola candles; and all objects replicate the packaging and visual codes of the brands.
Babybel’s initiative seeks to boost the cultural relevance of the brand and the product, as well as reach new audiences. By associating its cheese with premium design, Babybel explores a terrain far removed from its usual market, while maintaining the elements that make it unique. Furthermore, the action, which unites two apparently unrelated worlds, generates a surprise effect that favors conversation and notoriety.
“Two universes that were not supposed to meet. That is precisely the point. The more unexpected the connection, the more powerful the potential to surprise consumers, generate visibility and spark new conversations about the brand.” commented Patrick Tamburlin, Head of Licensing and Merchandising at Grupo Bel, through LinkedIn. “To me, it illustrates something bigger: licensing isn’t just about extending brands into new products. It’s about taking them to new cultural spaces. Turn well-known products into brands they want to interact with, wear, collect and comment on”.
This is not the first time that Babybel has launched itself into a territory other than food. Without going any further, in January of this same year, he collaborated with producer Timbaland to create mini vinyls inspired by his red wax. As part of the initiative, two remixes – one pop and the other EDM – of the brand’s song “I’m Your Baby” were created, pressed on three-inch vinyl records.
