By Gillian West

Mini Babybel UK has engaged both RKCR/Y&R and Matmi to launch a new content platform, Babybel Buddies, for the brand featuring a cast of 3D characters set to feature in games, graphic novels, advertising, in-store, and online.

“As a brand Babybel has been struggling to appeal to the older target market of their demographic,” explained RKCR/Y&R senior digital producer, Martin Caulfield. “They are [Babybel] a very parent-friendly brand, which is great, but with kids between the ages of six and 12 or 13 they’re rebelling against that. Babybel Buddies is about trying to give something back to that age really.”

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Source: The Drum