The Laughing Cow Loses Its Smile as Company Launches Campaign to Bring It Back

The company behind The Laughing Cow has launched a campaign built around a mystery: why has its familiar mascot stopped laughing after more than a century?

The campaign began on September 22, when the company announced that the cow was no longer laughing. It left the reason unexplained, making the missing smile the starting point of the story.

Consumers were invited to guess what had happened and follow the campaign as the tale unfolded, rather than being given an immediate explanation.

The effort turns the brand’s defining feature into a question for its audience. Restoring the cow’s smile is the campaign’s goal, with the mystery providing a reason for consumers to keep watching.