Babybel Faces Angry Consumers Over Slogan Choice
Babybel faces angry consumers over the choice of words displayed on a complementary toy included with products. Attempting to capture youthful French slang, they ended up offending their audience by using the term "malade mental" or "mentally ill."
Toy inkpads featuring the term "Mentally ill holidays" were included as free gifts throughout July in bags of Mini Babybel, the round cheese with the iconic red wax coating.
In using the slogan "des vacances de malade mental," Babybel seized on the youth slang expression "malade mental," which means "extraordinary."
Babybel later admitted the slogan was not properly thought out.