Marketing teams put together a major operation in eight European countries for the FIFA World Cup. In Italy and France, for example, a miniature soccer shoe that could be slipped on the tip of the finger was offered inside each Mini Babybel® pack, along with stickers in the colors of the competing countries, offering consumers a fun way to show support for their teams.
The campaign was very well received. In France, it sparked a notable increase in volumes, with volumes also climbing in Italy. Lastly, a game dedicated website in the United Kingdom attracted 80,000 visitors.