Jeffrey R Loibl

Business Challenge:
Babybel, long-established as a children’s snack in Europe, sought to break through the highly competitive American snack cheese market. The brand needed to expand its audience beyond children and parents, finding new ways to create relevance and emotional connection in a crowded, commoditized category.

Executive Ownership & Strategic Direction:
As Creative Director/Copywriter, I owned the strategic concept, creative framework, and execution vision for the U.S. market launch. Responsibilities included:

• Identifying an untapped audience segment—adult women seeking fun, approachable snack options

• Translating the masterbrand tagline, “Have you laughed today?”, into a creative platform that resonated with this new audience

• Creating a new brand spokeswoman persona to deliver humor and relatable insights, strengthening emotional connection and recall

• Aligning marketing, media, and production teams on messaging, tone, and strategic positioning

Creative Strategy & Execution:

• Developed a broadcast campaign centered on the new spokeswoman, emphasizing humor and relatability

• Crafted messaging that reinforced brand personality, category relevance, and differentiation in the U.S. snack cheese market

• Built a flexible creative system to extend across future digital, social, and in-store activations

Impact:

• Conceptually repositioned Babybel in the U.S. market with a clear, differentiated voice

• Provided a framework to drive awareness and engagement with a previously untapped consumer segment

• Strengthened brand personality and cultural relevance, paving the way for multi-channel expansion

• Demonstrated the strategic use of humor and persona-driven storytelling to influence perception in a commoditized category