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RESPONSIBLE BRANDS
Multiplying smiles
around the world
In a year marked by eroded purchasing power, dramatic natural disasters and political turmoil,
consumers maintained their preference for Bel products. That observation underscores the
strength of Bel’s brands, which combine healthy pleasure and nutrition with conviviality and
close ties to families worldwide.
I n
2011, Bel’s sales performance
continued to improve, with
all fi ve core brands reporting
positive growth. Sales volumes
of Leerdammer ® and Mini Babybel ®
were up more than 10% during
the year. Under such diffi cult conditions,
what explains the good success?
No doubt it’s because Bel’s products meet
consumer expectations in the Western
world as well as the developing one,
and that the Group’s mission of sharing
smiles with families is today more
fundamental than ever.
Building trust
Bel has been able to build a bond of trust
with its consumers — an asset it must
preserve. To that end, the Group must
advertise responsibly. When targeting
children, principles must be followed,
because children often watch and indeed
even act in Bel brand commercials.
Those rules are spelled out Bel’s
responsible communications charter.
The Group always takes care to
Cliniclowns bring smiles to children
with Bel in Belgium.
encourage responsible consumption
and attitudes that respect the family
environment. All Group subsidiaries
adhere to the charter and share
it with outside service providers
to ensure compliance prior to
the release of any advertising.
The relationship of trust is also
a great way to promote responsible
behavior dear to many families.
This is notably refl ected in the
participation of Bel’s brands in
actions of good citizenship and solidarity.
For example, Mini Babybel ® has for many
years participated in the Red Nose Day
charity event, now an institution for
the brand and its UK consumers.
In the United States, The Laughing Cow ®
and Mini Babybel ® teamed up with
the YMCA association to promote
the importance of physical exercise.
In Belgium, Bel collected donations
for Cliniclowns (see sidebar).
All fi ve core brands have a social
or societal role to play.
Each year, Bel’s Belgian subsidiary organizes an event to collect donations
on behalf of nonprofi t organizations. In 2011, it selected Cliniclowns,
a troupe of 17 clowns who entertain hospitalized and handicapped
children with clownish fun and good humor. The program is a good
fi t with the values, smiles and conviviality of Bel’s brands.
Over a period of several weeks, a portion of the purchase price
of The Laughing Cow ® , Kiri ® and Mini Babybel ® is donated to Cliniclowns.
Advertised to consumers via the products’ packaging, the operation
also involved Bel employees in Belgium, who sold Cliniclowns items
on behalf of the organization.
20 • 2011 Bel Group
$265,000
donated by Bel
to the YMCA
in 2011