Overview
- Select packages of The Laughing Cow Creamy Original now show the mascot with a serious expression and the message “We need to talk.”
- The change is part of a branded stunt called 'The Not Laughing Cow' that directs shoppers to TheNotLaughingCow.com via a QR code and features short videos of the downcast mascot.
- Bel Brands says the special packages are in select markets across every continental U.S. state and available in more than 4,700 stores, and it frames the redesign as temporary.
- Shoppers noticed the altered packaging on shelves before the company confirmed the campaign, prompting high social engagement and direct questions to the brand.
- The move leverages a mascot that dates to 1921 to generate attention through legacy iconography, with the company promising a staged explanation and a return to the smiling image in the near term.