Bel Brands USA's snackable cheese brand — Babybel — has initiated a promotional collaboration with music producer Timbaland. This has resulted in a limited-edition music release titled Mini Wax Tracks.
The collaborative marketing initiative involves the creation of two remixed versions of Babybel's song — I'm Your Baby. The pop and EDM versions of this track are pressed onto three-inch vinyl records designed to visually resemble the brand's characteristic red snackable cheese wax.
This music-focused campaign also includes a consumer sweepstakes, which will give individuals the chance to win physical copies of the records alongside a compatible turntable. The two remixes are also being distributed through major digital streaming services. All in all, this project is intended to deliver unexpected, culturally relevant engagements that mirror the playful and convenient nature of the snack product itself.
Image Credit: Bel Brands USA x Timberland
What Makes This Trend Stand Out
- Music-branded Consumer Products
- Brands are merging music and product promotion to foster unique consumer engagement experiences.
- Cross-industry Collaborations
- Collaborating across industry lines opens pathways for creating unexpected and playful marketing opportunities.
- Nostalgic Personalized Vinyls
- The resurgence of vinyl records provides a nostalgic and tangible way for brands to creatively connect with a modern audience.
Sectors Adopting This
- Music and Entertainment Marketing
- Utilizing elements of music production in marketing campaigns leverages cultural trends to enhance brand relevance.
- Snacking and Convenience Foods
- Incorporating popular culture into snack branding highlights the playful side of convenience foods and appeals to a younger demographic.
- Vinyl and Record Manufacturing
- With a renewed interest in vinyl, there is a unique opportunity for manufacturers to tap into branded music merchandising collaborations.
