The Laughing Cow, the wedge cheese brand known for its signature smile, has been spotted looking noticeably less cheerful.
Consumers across the US have reported seeing the brand’s mascot wearing a frown on select packaging, social media, in diners, and even in parks, as part of a new marketing campaign.
The mystery was addressed during a recent appearance on Jimmy Kimmel Live, where the “Not Laughing Cow” revealed that a steady stream of trivial everyday disagreements had finally wiped the smile from her face.
Even the show’s comedians failed to cheer her up, prompting the launch of a nationwide challenge to make The Laughing Cow laugh again.
“Somewhere along the way, we started taking the little things a little too seriously,” the brand said.
Through its #SpreadTheLaugh campaign, The Laughing Cow is encouraging consumers to put minor arguments into perspective by sharing the lighthearted “wedge issues” dividing them from partners, siblings, friends, roommates, coworkers, or even strangers online.
Among the debate starters are familiar questions such as whether the glass is half full or half empty and the age-old lyric dispute: “What you gon’ do with all that junk? All that junk inside your trunk?”
To participate, consumers are invited to record a video of their disagreement, acknowledge that the argument is not worth having, ask The Laughing Cow to laugh again, and share the clip on social media using the #SpreadTheLaugh hashtag.
“We knew The Laughing Cow was loved, but we didn’t realise just how much until she stopped laughing,” said Peter McGuinness, CEO of Bel North America.
“Turns out, all those little everyday disagreements really got to her. After all, a wedge is supposed to be something you share, not something that gets between us. She’s laughed for over 100 years, and we have to get her to laugh again. We’re going to need everyone’s help.”
- Further reading: Oreo drops three new flavours in ‘Twist, Lick, Vote’ campaign.
