Babybel has decided to bring its iconic red wax to the territory of music. The cheese brand launches “Mini Wax Tracks”, its first musical collaboration, developed together with producer Timbaland, in an action that turns one of its most recognizable visual assets into a collectible cultural object.
The idea is based on the insight that if Babybel is synonymous with small format and wax, why not reinterpret both codes from the language of vinyl? The result is two remixes – one pop and one EDM – of the trademark song “I’m Your Baby”, pressed on three-inch vinyl records.
The campaign has been designed by Havas Chicago, in collaboration with the Havas global network, and goes one step beyond content to become a product. In addition to the mini vinyls, the project includes a custom-designed turntable specifically to play this reduced format, reinforcing the logic of “small but mighty” that defines Babybel.
Frank Dattalo, Chief Creative Officer at Havas Chicago, explains that the key has been playing with scale and nostalgia: the brand is small, but its cultural presence is big. Hence the choice of one of the most influential producers in the industry to create music designed, paradoxically, for a tiny medium.
From the creative side, Timbaland has pointed out that the challenge was to maintain the playful tone of the original theme and take it to its own sonic terrain without losing lightness. The collaboration, as he explains, seeks to generate positive energy and surprise from the unexpected, exactly the same as the product does on the shelf.
For Babybel, the action fits with her way of understanding brand building. Jessica Dillon, Senior Brand Director of the company, points out that “Mini Wax Tracks” is a way to reinterpret historical elements of the brand from contemporary culture, mixing music, nostalgia and snacking in an experience that goes beyond the product.
The activation runs between January 21 and February 6, 2026, during which time consumers can participate to win a limited edition set that includes the mini vinyls, the record player and Babybel products. The remixes will also be available on platforms such as Spotify, Apple Music and Amazon Music, as well as in TikTok and Meta music libraries, expanding the cultural reach of the action.
More info: Mini Wax Tracks
