Babybel is known for its small, red, wax-covered cheeses. Now it has a sound. For the Mini Wax Tracks campaign, the brand worked with producer Timbaland to reimagine its song "I’m Your Baby" as two new remixes: one pop and one EDM. The tracks were pressed onto three-inch miniature vinyl records inspired by Babybel’s signature red wax and paired with a custom-built mini turntable that could actually play them.
Over the course of a year, the team treated it as a serious music production effort, focusing on sound quality, vinyl pressing, and the tactile experience of listening at a tiny scale. Frank Dattalo, Chief Creative Officer at Havas Creative Network, and Jamee Pearlstein, Chief Marketing Officer at Bel, describe how the idea came together and why getting the music right was essential to the project. "If we didn’t get the song right and it didn’t land, none of this would matter. Timbaland is a perfectionist, so the quality of the music had to come before anything else," Dattalo says.
- For the record: The project started with the wax itself. "The idea was born from two product truths: the miniature scale and the iconic red wax," Dattalo explains. People were using the wax in all kinds of creative ways, from making candles to crafting tiny figurines, yet no one had ever thought to hear what it sounded like. That curiosity led to a core question: What does the wax actually sound like?
- Not just a jingle: The team treated the project as a serious music release. Every detail mattered, from enlisting a perfectionist producer to obsessing over the miniature vinyl and turntable design. As Pearlstein puts it, "We didn’t want it just to be a jingle. The goal was to create something people are playing in their homes and jamming to."
Sound has the power to create emotional connections, strengthen memory, and make a brand instantly recognizable. By thoughtfully designing every element of the music and the physical experience, the project reinforced Babybel’s playful personality. It also demonstrated how sonic identities can extend a brand beyond visuals and create a fully immersive, memorable moment.
- An exclusive drop: The Mini Wax Tracks project offers a fresh perspective on sonic branding by treating a brand’s sound as a tangible, interactive experience. The effort mirrored a limited-edition music release, turning Babybel’s audio identity into an artifact fans could hold, play, and enjoy. "We wanted every detail to be premium and live up to the product experience," Dattalo explains.
- Analog antidote: The team’s investment in a physical, analog experience was also a deliberate response to digital burnout. By leaning into the tactile, miniature format, Babybel found a playful and authentic way to join the exploding mini trend. "It was a move toward something you could actually hold and experience," says Dattalo. "Just like the product itself. You unwrap it, enjoy it, and it is a really fun, joyful moment."
The project demonstrates that when a brand’s sonic identity is approached with the same attention and ambition as music production, it can move beyond traditional marketing into a space that is playful, immersive, and deeply resonant. Pearlstein concludes, "For us, this is only the beginning, because what we're seeing is this connection is real, and music is just the start."