The Laughing Cow — the brand known for creamy cheese wedges and embracing life's laughable moments — said it is ringing in its landmark 100th anniversary with fans in the United States as celebrations kick off globally this month. The Laughing Cow is starting off the revelry with limited-edition packaging and a 360-degree global ad campaign, including online video, digital, social media and public relations beginning this week, with more surprises to follow.
To celebrate, The Laughing Cow is partnering with NGOs in more than 30 countries globally. Inspiring people to laugh has been a part of The Laughing Cow's brand DNA since its founding 100 years ago. In the United States, The Laughing Cow said it has committed $75,000 to support the joy-filled nonprofit programs of The ComedyCures Foundation, helping to provide therapeutic entertainment and laughter to kids and grown-ups living with illness, depression, trauma and disabilities.
As part of the anniversary festivities, The Laughing Cow brand, from the Chicago-based Bel Brands USA subsidiary of Paris-headquartered Bel Group, said it developed an engaging free web experience at 100ytlc.com, where fans from around the globe may record and share their laughs in celebration with The ComedyCures Foundation. By participating, laughing fans may enter for free to win a customizable, exclusive laugh box to re-record and replay their laughs.
"Inspiring people to choose to laugh at life brings people together, which has been at the core of The Laughing Cow brand for the past 100 years,” said Zach Fatla, The Laughing Cow’s U.S. brand director. “Throughout February and March, fans can get their friends and families to share their laughs with us for a good cause. And this is just the beginning; we can't wait to bring more surprises forward in the coming weeks as we celebrate our centennial."
The Laughing Cow original cheese will be available in new limited-edition packaging that commemorates the milestone at select retailers nationally starting this month. Each all-red package contains specially branded wedges with The Laughing Cow logo and a scannable QR code directing consumers to the free 100ytlc.com web experience.
"The heart of our organization is centered around bringing joy and laughter to those who need it most," said Saranne Rothberg, CEO of The ComedyCures Foundation. "We're thrilled to be able to partner with The Laughing Cow during such a fun-filled celebration, but also graciously honored we can collaborate with them to extend and inspire laughter across the globe."
For more details about The Laughing Cow's 100-year anniversary and to record their laugh, consumers may head to 100ytlc.com, connect with the brand on Twitter @TheLaughingCow or connect on Facebook and Instagram @TheLaughingCowUSA using #ChooseToLaugh.