The Laughing Cow, a cheese brand recognized for its cheerful mascot, has undergone a significant packaging transformation for the first time in its century-long history. The familiar smiling cow has been replaced with a stoic expression, accompanied by the bold phrase "WE NEED TO TALK." This marks a dramatic departure from the brand's long-standing image of spreading joy.
Jamee Pearlstein, chief marketing officer of Bel Brands’ U.S. cheese business, stated in a release that the brand has spent over 100 years reminding people not to take life too seriously. "So when she suddenly gets serious, you pay attention," Pearlstein said. "Whatever finally got to her must be worth talking about. We’ll let her explain when she’s ready."
The updated packaging, featuring the same Creamy Original cheese wedges inside, is beginning to appear on store shelves nationwide. This marketing initiative has also extended to the brand's social media channels, with posts depicting the cow in various non-smiling scenarios.
According to the company, consumers have already noticed the change, with some reaching out to inquire about the mascot's altered demeanor even before the official announcement. The brand has launched a website, TheNotLaughingCow.com, where customers can speculate on the reasons behind the packaging shift.
The Laughing Cow brand was established in 1921.