Babybel x Timbaland: How POP helped make it happen
This week, a sound release made waves across different cultural niches. Babybel’s latest jingle for their “The Fun Kind of Good” campaign, “My Baby,” got an exciting update with a unique version remixed by Timbaland. But how did this connection between the cheese brand and the famous American producer happen?
Setting the stage for a sound-led strategy
It all started with a simple purpose: transforming the image of Babybel from a small end‑of‑meal cheese for children into a fun, healthy snack designed to be enjoyed anytime, anywhere. Launched in May of 2025 and rolled out across Europe, Canada, and the United States, Babybel’s campaign communicated the brand’s new positioning by featuring a fresh, dynamic visual direction by SoandSau and a bold strategic choice for its soundtrack.
Here’s where POP’s expert music team in France came in. Babybel needed to be embedded in international pop culture – and what better way to do that than developing an original musical composition?
Creating a jingle that’s more than just a jingle
The idea was for the music to work on two levels: when synced with the campaign films and used as a jingle, “My Baby” celebrates Babybel as the perfect on‑the‑go snack; released on streaming platforms, the track stands on its own as a hyperpop ballad about love and freedom, anchored by the refrain “You’re my baby Babybel!”
Produced by Marlone Magnée (La Femme) in close collaboration with Prose on Pixels’ music department, and performed by rising hyperpop star Sam Quealy, the track from the original campaign returns to the spotlight with a major and unprecedented collaboration: a remix by globally renowned American producer Timbaland.
Enter Timbaland: A remix and a statement from an icon
Known for working with music industry legends like Justin Timberlake, Missy Elliott, Jay-Z, Beyoncé, Madonna, Rihanna, Alicia Keys, and Lil Wayne, among others, Timbaland is an icon in his own right. In an event‑style launch described as “the biggest mini musical drop ever,” the jingle has been reimagined into two exclusive remix tracks, pressed onto collectible mini vinyl records inspired by Babybel’s signature red wax.
The drop is supported by a fully integrated promotion and distribution strategy for the track, orchestrated by Havas Chicago. It marks a new step in the global ascent of the fun, healthy and nutritious little French cheese, positioning it among the world’s leading snack brands.
Making music that turns a campaign into a cultural moment
“In an era where audiences choose what they watch, brands are competing directly with entertainment. To stand out, to become – or remain – pop, it’s no longer enough to ride trends. You have to dare to lead them, to go where culture is being made. Music is an incredibly powerful territory for expression, one of the few spaces where real virality is still possible. As Timbaland himself says: ‘Music has to feel like the future, not the past.’” – Fabrice Brovelli, Creative Vice President, POP France
Attention is earned – not bought – in today’s crowded advertising landscape. Brands can’t rely on riding a cultural wave. Instead, they have to help shape it. Music remains a space where true virality is still possible – and this activation brought emotion, identity, and community together to create an unforgettable moment.
Take a listen to the remixes here:
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