The Laughing Cow Stops Laughing as Brand Launches Campaign to Bring Back Her Smile

The Laughing Cow has launched a campaign to restore its mascot’s smile, building a story around the idea that the familiar cow has stopped laughing after more than a century.

The campaign began on September 22, when the company announced the unexpected change without explaining what had caused it.

Instead, the brand invited consumers to guess why the cow was no longer laughing and to follow the story as it unfolded.

The unanswered question is central to the campaign, turning the mascot’s missing smile into a mystery for consumers to engage with. The announcement left both the reason for the change and the path to bringing back her laughter unresolved.