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● TRACKER Updated 12d ago · 44 sources tracked

The Laughing Cow ditches iconic smile and teases cheese shoppers with cryptic message on packaging

The Laughing Cow cheese brand has restored its mascot's smile and laugh after a month-long campaign. The brand partnered with comedian Jeremy Culhane and The Second City to bring back the mascot's expression. Consumers used QR codes and a mystery website to participate in the challenge. The campaign encouraged fans to laugh off trivial everyday disagreements.

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  • ✓ The Laughing Cow is officially laughing again.
  • ✓ Comedian Jeremy Culhane and Chicago's The Second City helped bring back the mascot's laugh.
  • ✓ The campaign encouraged fans to laugh off trivial everyday disagreements.
🛡️ Source Corroboration: 44 independent reporting domains (100% confidence) ⏱ Read time: ~2 min

What changed

The Laughing Cow's mascot has regained its iconic laugh and smile.

Live updates

  1. The Laughing Cow's Iconic Smile Returns

    The Laughing Cow cheese brand has restored its mascot's smile and laugh after a month-long campaign. The brand partnered with comedian Jeremy Culhane and The Second City to bring back the mascot's expression. Consumers used QR codes and a mystery website to participate in the challenge. The campaign encouraged fans to laugh off trivial everyday disagreements.

    Why it matters

    The Laughing Cow removed its mascot's smile from packaging on October 10th to mark World Mental Health Day. The brand's effort aimed to promote positivity and laughter. The mascot's return is celebrated in Times Square.

    What is confirmed

    • The Laughing Cow is officially laughing again.
    • Comedian Jeremy Culhane and Chicago's The Second City helped bring back the mascot's laugh.
    • The campaign encouraged fans to laugh off trivial everyday disagreements.

    What to watch next

    • The Laughing Cow's future marketing campaigns
    • Consumer response to the restored mascot
    Sources used for this update (2)
    1. finance.yahoo.com — The Laughing Cow® Is Laughing Again! America Comes Together ...
    2. article.wn.com — The Laughing Cow® Is Laughing Again! America Comes Together ...
    confidence 100%

  2. The Laughing Cow ditches iconic smile, teases cheese shoppers with cryptic message

    The Laughing Cow cheese brand removed its mascot's smile from packaging to mark World Mental Health Day on October 10th. Consumers can use QR codes and a mystery website to try and restore the mascot's expression. The brand has partnered with SNL comedian Jeremy Culhane and The Second City to help bring back the mascot's famous laugh.

    Why it matters

    The brand's decision to remove the smile is part of a mental health awareness campaign in the United States. Bel Group, the company behind The Laughing Cow, is also using an AI tool to test thousands of cheese recipes. The mascot's smile has been a recognizable part of the brand for over 100 years.

    What is confirmed

    • The Laughing Cow removed its mascot's smile from packaging to mark World Mental Health Day on October 10th.
    • The brand has partnered with SNL comedian Jeremy Culhane and The Second City to help bring back the mascot's famous laugh.
    • Bel Group is using an AI tool to test thousands of cheese recipes.

    Still unconfirmed

    • Minka Kelly posted a cryptic message about 'soulmates' following her split from Dan Reynolds.

    What to watch next

    • The outcome of The Laughing Cow's #SpreadTheLaugh campaign
    • The release of new cheese recipes using the AI tool
    • Consumer response to the mascot's smile restoration efforts
    Sources used for this update (7)
    1. www.yahoo.com — SNL's Jeremy Culhane Hosts Comedy Special to Revive The ...
    2. www.buzzfeed.com — Donald Trump Just Made The Weirdest Noise - BuzzFeed
    3. www.dailymail.com — Minka Kelly posts cryptic message about 'soulmates' following ...
    4. www.dailymail.com — Say cheese! Hilarious photos show pelicans playing with a ball
    5. www.dexerto.com — Laughing Cow reveals why mascot stopped laughing and plan to ...
    6. drezzed.clownfishtv.com — The Laughing Cow stopped laughing, so an SNL comedian stepped in
    7. www.fb101.com — The Laughing Cow #SpreadTheLaugh Campaign Wins Big — Food ...
    confidence 90%

  3. Bel Group uses digital twin to develop new Laughing Cow recipes

    Bel Group is partnering with Dassault Systemes to create a digital twin of The Laughing Cow. This artificial intelligence tool allows the company to test thousands of cheese recipes. This technical development occurs while the brand continues a mental health awareness campaign in the United States, where the mascot's smile was removed from packaging to coincide with World Mental Health Day on October 10th. Consumers use QR codes and a mystery website to attempt to restore the mascot's expression.

    Why it matters

    The Laughing Cow mascot has featured a smile for over a century. The current removal of that smile serves as a prompt for consumers to engage with mental health resources.

    What is confirmed

    • Bel Group is developing a digital twin of The Laughing Cow with Dassault Systemes to test thousands of recipes.
    • The brand removed the mascot's smile from American packaging for World Mental Health Day on October 10th.

    What to watch next

    • The official return date of the mascot's smile
    • Results from the digital twin recipe testing
    Sources used for this update (3)
    1. www.merca20.com — ¿Por qué dejó de sonreir la vaquita de The Laughing Cow?
    2. grandeconsumo.com — The Laughing Cow gets a digital twin to develop new cheeses.
    3. internetpoem.com — The Frowning Cliff Poem by Herbert Asquith - InternetPoem.com
    confidence 100%

  4. The Laughing Cow Drops Smile for Mental Health

    Bel Brands removed the signature smile from The Laughing Cow mascot on American packaging for the first time in over a century. The campaign, which coincided with World Mental Health Day on October 10th, uses QR codes, videos of the cow looking sad, and a mystery site to focus on mental health awareness. Consumers must engage with the brand to bring back the mascot smile. Meanwhile, dictionary definitions define a laugh as smiling while making vocal sounds, and the Canadian band The Guess Who released a 1969 hit single titled Laughing.

    Why it matters

    The campaign shifts a century-old food mascot into a mental health awareness tool by asking consumers to interact with the brand. This marketing strategy uses digital elements like QR codes and videos to drive public engagement. Concurrently, unrelated cultural references show the word laugh appearing in music history and standard lexicography.

    What is confirmed

    • Bel Brands removed the signature smile from The Laughing Cow cheese mascot on American packaging for the first time in over a century.
    • The temporary campaign coincided with World Mental Health Day on October 10th.
    • The Guess Who released the song Laughing in 1969, which sold more than 350,000 copies in the first three weeks.

    What to watch next

    • Whether consumers successfully restore the mascot's smile through brand engagement.
    • Future updates on the duration of the mental health awareness campaign.
    Sources used for this update (2)
    1. dictionary.cambridge.org — LAUGH | English meaning - Cambridge Dictionary
    2. en.wikipedia.org — Laughing (The Guess Who song) - Wikipedia
    confidence 100%

  5. The Laughing Cow Drops Smile on American Packaging

    Bel Brands has removed the signature smile from the mascot of The Laughing Cow cheese on American packaging for the first time in over a century. The temporary marketing campaign utilizes QR codes, videos displaying the cow's sadness, and a mystery site to focus on mental health awareness. The initiative coincided with World Mental Health Day on October 10th. Consumers are asked to engage with the brand to help restore the mascot's smile following the strategy change.

    Why it matters

    The French processed cheese brand, known as La Vache qui rit, has featured its smiling red cow mascot for over a hundred years. Bel Brands implemented this temporary modification across select stores in the United States to highlight mental health. The campaign directs shoppers to digital content regarding the mascot's altered emotional state.

    What is confirmed

    • Bel Brands removed the signature smile from The Laughing Cow mascot on American packaging for the first time in over a century.
    • The temporary marketing effort uses QR codes, videos showing the cow's sadness, and a mystery site.
    • The mental health awareness initiative coincided with World Mental Health Day on October 10th.

    What to watch next

    • Whether Bel Brands will restore the mascot's smile following consumer engagement with the campaign.
    • Further expansion or conclusion dates for the temporary American packaging modification.
    Sources used for this update (17)
    1. www.foxbusiness.com — Shopping - Fox Business ,Saving & Investing
    2. www.foxbusiness.com — Consumers - Fox Business ,Saving & Investing
    3. wamarketingca.substack.com — The Laughing Cow Stopped Laughing After 100 Years
    4. www.topsante.com — “La Vache qui rit” : voici pourquoi elle a cessé de sourire ...
    5. www.yahoo.com — The Laughing Cow's Best Cheese Flavor Easily ... - Yahoo
    6. m.163.com — 笑笑牛不笑了！笑了一百年的法国顶流，在美国翻脸了？|比耶|法国|牛牛...
    7. tenor.com — Laughing GIFs | Tenor
    8. en.wikipedia.org — Laughter - Wikipedia
    9. dictionary.cambridge.org — LAUGHING | English meaning - Cambridge Dictionary
    10. www.psychologytoday.com — Laughter - Psychology Today
    11. www.youtube.com — El Risitas - Funniest Laugh Ever!! - YouTube
    12. www.thelaughingcow.com — Where to Buy Laughing Cow Cheese | Product Locator
    confidence 100%

  6. The Laughing Cow Removes Iconic Smile for Mental Health Campaign

    The Laughing Cow cheese brand has removed the signature smile from its mascot on American packaging for the first time in over a century. Bel Brands launched this temporary marketing effort across select stores in the United States, utilizing QR codes, a mystery site, and videos showcasing the cow's sadness. The initiative focuses on mental health awareness and coincided with World Mental Health Day on October 10th. Consumers are asked to engage with the brand to help restore the mascot's smile following the strategy change.

    Why it matters

    The Laughing Cow is a global symbol originally created in France in 1921 and marketed across 136 countries. This campaign mirrors a similar effort by McDonald's in Britain in 2024, which removed the smile from Happy Meal boxes to encourage children to express their true emotions. The current rollout in American stores uses mystery elements and digital engagement to prompt public curiosity about everyday divisions and mental well-being.

    What is confirmed

    • Bel Brands launched a temporary campaign across the United States that removed the iconic smile from The Laughing Cow packaging.
    • The Laughing Cow is a global symbol created in France in 1921 and marketed in 136 countries.

    Still unconfirmed

    • The campaign aims to raise awareness about the importance of mental health and coincided with World Mental Health Day on October 10th.
    • The campaign recalls a previous effort by McDonald's in Britain in 2024 that removed smiles from Happy Meal boxes to encourage children to express their emotions.
    • The mascot lost her signature smile on American packaging beginning September 22.

    What to watch next

    • Official statements from Bel Brands detailing the exact conclusion date of the mental health packaging campaign.
    • Consumer response metrics and engagement data from the QR codes and mystery site deployed in United States stores.
    Sources used for this update (2)
    1. www.archyde.com — Why The Laughing Cow Lost Its Smile In The US - Archyde
    2. jarayid.com — Laughing Cow Loses Its Smile After 100 Years - jarayid.com
    confidence 90%

  7. The Laughing Cow Drops 100-Year Smile for New Campaign

    The Laughing Cow cheese brand has dropped its iconic smile from packaging for the first time in more than a century. Bel Brands launched the marketing effort across select packs in 4,700 United States stores, utilizing QR codes and a mystery site to engage shoppers. The mascot now appears with a straight face, prompting public curiosity and media speculation. The brand initially withheld explanations before revealing the initiative centers on everyday disagreements and minor divisions among people, asking consumers to help bring the mascot's laugh back.

    Why it matters

    The century-old mascot modification transformed standard product shelf space into an interactive media campaign across social channels and physical locations. Bel Brands designed the effort to address minor divisions and everyday disagreements, enlisting public participation to restore the cheerful expression.

    What is confirmed

    • The Laughing Cow removed its famous smile for the first time in more than a century, replacing it with a straight face on select packs of Creamy Original cheese.
    • Bel Brands deployed the campaign across 4,700 United States stores using QR codes and a mystery site.
    • The brand stated that everyday disagreements and minor wedge issues caused the mascot to stop laughing.
    • Jimmy Kimmel joined the campaign to help restore the mascot's smile.

    Still unconfirmed

    • Jimmy Kimmel joined the campaign to restore the mascot.

    What to watch next

    • Further consumer engagement metrics from the QR code and mystery site campaign
    • Additional brand activations or advertisements featuring the straight-faced mascot
    Sources used for this update (11)
    1. www.famouscampaigns.com — The Laughing Cow has stopped laughing. The brand won’t say ...
    2. www.dexerto.com — The Laughing Cow says mascot “will explain when it’s ready ...
    3. www.marketing-interactive.com — What’s got The Laughing Cow down after 100 years?
    4. townhall.com — What's Going on With Laughing Cow Cheese and Its Cryptic ...
    5. www.aol.com — The Laughing Cow Cheese Reveals Why Its Iconic Mascot ... - AOL
    6. news.designrush.com — The Laughing Cow Drops Its 100-Year Smile to Drive QR Scans
    7. insidefmcg.com.au — The Laughing Cow loses its smile in cheeky new campaign
    8. www.fashiontimes.co.uk — Why Is The Laughing Cow No Longer Laughing? Her Century-Old ...
    9. capitaldigest.com — Laughing Cow Removes Smile in Marketing Campaign
    10. finance.yahoo.com — The Laughing Cow® Finally Reveals Why She Stopped Laughing ...
    11. article.wn.com — The Laughing Cow® Finally Reveals Why She Stopped Laughing ...
    confidence 100%

  8. The Laughing Cow ditches iconic smile on packaging

    The Laughing Cow cheese brand has removed its smiling mascot from select packaging as of September 22, 2026, replacing it with a cryptic message. The change has sparked internet curiosity and memes. Bel Brands has not provided an official explanation for the modification, leaving consumers wondering about the reason behind the shift.

    Why it matters

    The Laughing Cow's smiling mascot has been a recognizable brand asset for nearly 100 years. The sudden change has generated significant attention and online engagement. This move is part of a larger trend of brands experimenting with their visual identities and marketing strategies.

    What is confirmed

    • The Laughing Cow has removed its mascot's smile from select packaging as of September 22, 2026.
    • The change has sparked internet curiosity and memes.
    • The smiling mascot has been a recognizable brand asset for nearly 100 years.

    Still unconfirmed

    • The company's decision to remove the smile is part of a viral marketing campaign.

    What to watch next

    • Bel Brands' official explanation for the packaging change
    • Consumer response to the updated packaging in the coming weeks
    • Any potential impact on sales or brand reputation
    Sources used for this update (4)
    1. www.yahoo.com — Why Did The Laughing Cow Stop Laughing? The 'Not Laughing Cow' Memes And Viral Marketing Campaign From Babybel Explained
    2. www.foxbusiness.com — Tropical Smoothie Cafe CEO details brand refresh as chain nears 1,800 locations
    3. www.contentgrip.com — The Laughing Cow stops laughing after 100 years
    4. kotaku.com — The Message From Deep Space
    confidence 80%

  9. Bel Brands Removes Smile From Laughing Cow Packaging

    Bel Brands has removed the smiling mascot from select Laughing Cow cheese packaging as of September 22, 2026. The updated packaging features a cryptic message instead of the brand's iconic smile. While the change is visible to grocery shoppers, the company has not yet provided an official explanation for the modification. This shift replaces a long-standing visual identity with a mysterious prompt for consumers.

    Why it matters

    The smiling cow has served as the primary visual identifier for the brand. Removing this mascot alters the product's core branding on store shelves.

    What is confirmed

    • Bel Brands removed the smiling mascot from select cheese packaging.
    • The change became apparent to grocery shoppers on September 22, 2026.
    • The new packaging includes a cryptic message.

    What to watch next

    • Official explanation from Bel Brands regarding the mascot removal
    • Full reveal of the marketing campaign goals
    • Expansion of the new packaging to all product lines
    Sources used for this update (6)
    1. Fox Business — The Laughing Cow ditches iconic smile and teases cheese shoppers with cryptic message on packaging
    2. USA Today — Here's why your Laughing Cow cheese isn't laughing anymore
    3. Ad Age — 15 creative campaigns to know about today
    4. SuaraGarut.ID — Bel Brands Replaces Smiling Mascot on Select Cheese Packaging
    5. Dairy Foods Magazine — The Laughing Cow stops laughing
    6. The Daily News | Texas' Oldest Newspaper — As of Sept. 22, 2026, grocery shoppers may notice that The Laughing Cow is no longer laughing. The brand hasn't provided an explanation for why.
    confidence 100%
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