After over 100 years, the iconic cheese brand known for its guffaw has officially wiped the smile off its face. The century-old company, Laughing Cow, has just announced a huge packaging change to replace its main character’s smile.
Shoppers in the cheese aisle will spot an abrupt mood shift as the new spreadable cheese will now feature a stoic expression with the cryptic words “We need to talk” in all caps. The legendary cheese wedge brand — known for spreading joy — has not revealed the reason behind the sudden shift, but says there’s more to come.
“The Laughing Cow has spent more than 100 years reminding us not to take life too seriously. So when she suddenly gets serious, you pay attention,” Jamee Pearlstein, chief marketing officer of Bel Brands’ U.S. cheese business, said in a release.
The Laughing Cow character is no longer laughing on store shelves Bel Brands USA “Whatever finally got to her must be worth talking about. We’ll let her explain when she’s ready,” Pearlstein added.
Customers will see a select amount of the new packages of The Laughing Cow Creamy Original cheese wedges — with the same product inside — now on store shelves nationwide.
In addition to the package replacement, the launch has been all over the brand’s social media channels featuring the cow “Not laughing in diners, parks,” the company said in the release.
The company said the marketing scheme is making a mark on customers as shoppers spotted the change even before the brand formally acknowledged it. Cheese eaters even reached out directly to ask what had happened to The Laughing Cow.
Once the news broke, fans got in on the action commenting on the company Instagram’s most recent post.
View this post on Instagram The package on the right shows the original Laughing Cow where it is smiling, the left is the new packaging “She’s probably just not in the moo-d right now!” A user joked.
Another wrote, “We all need a break from laughing sometimes! It’s ok! When you [are] ready to laugh again, it will be crazier than before!”
A third defended the mascot writing, “I will fight anyone to made the laughing cow stop laughing!!!!”
The company is letting shoppers follow the cow’s journey on the website — TheNotLaughingCow.com — where fans can speculate the reason behind her vibe change.
