With 100 years of history behind it, La Vache quis rit – or The Laughing Cow to readers this side of the Channel – is, ‘far more than just a food brand,’ according to Bel’s licensing director, Patrick Tamburlin.
Following details of a raft of new branded products from the French homewares specialist and Laughing Cow licensee, Couke, Tamburlin has told Licensing.biz that ‘the brand promises a very strong future across the lifestyle categories.’
Six new products have just been under the partnership with Couke, with the arrival of La Vache qui rit aprons, tea towels, shopping bags, cushion covers, and plaid blankets.
“Couke is a French leading company specialised in homeware, and our first object was to serve the brand; it was obvious in the first place to develop aprons and tea towels,” Tamburlin explained.
“But La Vache qui ris is more than just food brand. It is a nearly 100 year old brand, part of the daily life of consumers, and by extension, a true lifestyle brand and the only one to bring, not only a smile or good mood, but plain laughter.
“All initiatives allowing to illustrate daily bonding with consumers serve the brand and this collaboration is a sound example of how La Vache qui rit brings laughter to our daily life. Couke x La Vache qui rit items are sold throughout the world, not just in our EU native territory.
“Moving forward, we will be looking at lifestyle categories like apparel, fashion items and accessories, as laughter is a unique and magical ingredient of our everyday life, and with La Vache quis rit, it is better to laugh.”