The Laughing Cow brand believes that a wedge should be something we share, not an issue that comes between us. But that’s not what’s happening in the US. So The Laughing Cow is not laughing. Not laughing on select packages of the popular cheese wedges. Not laughing across the brand’s social channels and website. Not laughing in the US at all.
After a teaser campaign, The Laughing Cow, has explained why its cheerful mascot has stopped laughing. It’s all those trivial, everyday disagreements dividing the US. The reveal came on Jimmy Kimmel Live, where Kimmel and Guillermo debated whether you can wear socks with sandals but failed to coax a laugh from the cow.
The Laughing Cow then shared a more in-depth explanation highlighting that somewhere along the way, we started taking the little things a little too seriously.
Now, the brand is asking fans to laugh off those little disagreements, come together and help get The Laughing Cow laughing again through the #SpreadTheLaugh challenge. It invites people to share all the ridiculous “wedge issues” currently dividing them from their partners, siblings, friends, roommates, coworkers or even complete strangers on the internet.
Joining the challenge is simple:
- Record a video sharing the unnecessary disagreement currently driving a wedge between you and someone else.
- Acknowledge the disagreement isn’t worth the divide and ask The Laughing Cow to laugh again.
- Share the video and use #SpreadTheLaugh to join the challenge.
“We knew The Laughing Cow was loved, but we didn’t realise just how much until she stopped laughing,” stated Peter McGuinness, CEO of The Laughing Cow parent, Bel North America. “Turns out, all those little everyday disagreements really got to her. After all, a wedge is supposed to be something you share, not something that gets between us. She’s laughed for over 100 years and we have to get her to laugh again. We’re going to need everyone’s help.”
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