Magazine article Marketing

Adwatch: Mini Babybel - 'Derek, Head Cheesemaker'

Magazine article Marketing

Adwatch: Mini Babybel - 'Derek, Head Cheesemaker'

Article excerpt

When the clocks went forward, at the end of last month, I was overjoyed. It meant summer was on its way and my kids would be tricked into sleeping through to 6.30am instead of 5.30am.

That Monday, my daughter fell for it, Bosco, my son, didn't, and woke at 5.30am on the dot. I did my usual early-hours zombie impersonation, stumbling about, getting him his bottle of 'miwkie' and trying to turn on the TV.

As I switched the television on, he suddenly started shouting, 'Daddy! Daddy! My cheese!' Still half asleep I started panicking about where his cheese was. 'What cheese?' I yelled. 'My cheese! My cheese!' he screamed. 'Where?' I screamed back.

I grabbed the only cheese in the fridge, a Mini Babybel and handed it to him. He looked at me as though I were an idiot.

Fast-forward two days and on came the Mini Babybel cheese ad, at which Bosco started shouting at the top of his voice again, 'Daddy! …

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