Havas Chicago is helping Babybel turn its iconic red wax into a culture-forward music drop.
The agency has released Mini Wax Tracks, a playful, product-rooted activation created in collaboration with Timbaland that reimagines Babybel’s brand anthem, I’m Your Baby, as two exclusive pop and EDM remixes. The campaign builds on Babybel’s global I’m Your Baby platform, translating a worldwide creative idea into a tactile, collectible experience that resonates with fans across food, music, and culture.
Concepted and executed by Havas Chicago, in collaboration with Havas’ global network, Mini Wax Tracks leans hard into Babybel’s miniature scale. The result is what the brand is calling the biggest mini-sized music drop ever: 1.5-inch vinyl records pressed with Timbaland’s remixes, paired with a custom-built mini turntable that actually plays.
The platform itself launched globally in 2025 and was originally developed by Havas sister agencies, Prose on Pixels and Providence, establishing Babybel’s distinctive sonic identity worldwide. Mini Wax Tracks takes that idea one step further, turning sound into something fans can physically unpeel, spin, and share.
From January 21 through February 6, 2026, fans can visit miniwaxtracks.com to preview the remixes and enter for a chance to win a limited-edition Mini Wax Tracks set, which includes the mini vinyl records, the matching turntable, and Babybel Original Cheese. The full tracks also hit streaming platforms including Spotify, Apple Music, and Amazon Music, along with social music libraries on Meta and TikTok, beginning at midnight ET on January 23, 2026.
“Babybel is known for its small scale and iconic red wax, so we leaned into that juxtaposition by having one of the world’s biggest music producers create an exclusive remix pressed onto a 1.5-inch mini record,” said Frank Datallo, Chief Creative Officer at Havas Chicago. “A year in the making, we also designed and built a custom mini record player, turning the idea into a product-rooted expression of scale, nostalgia, and taste.”
For Timbaland, the collaboration was about keeping things light while amplifying the fun. “Working with Babybel on Mini Wax Tracks was just pure fun,” he said. “I wanted to keep the playful energy of ‘I’m Your Baby’ while adding my own sound. It’s creative, unexpected, and all about bringing good energy to something small but mighty.”
Babybel sees the activation as a natural extension of its brand personality. “We’re always looking for fun, unexpected ways to bring bite-sized moments of joy to fans,” said Jessica Dillon, Senior Brand Director for Babybel. “This collaboration with Timbaland allowed us to reinterpret something iconic from our brand through the lens of one of music’s most influential creators. Mini Wax Tracks blends nostalgia, culture, and snacking in a way that feels uniquely Babybel.”
For Havas Chicago, Mini Wax Tracks is a reminder that big ideas do not need big formats. Sometimes, all it takes is a little wax, a little vinyl, and the right beat. Listen to the tracks here.
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