The Laughing Cow’s ‘Because it’s better to laugh’ campaign marks ‘huge opportunity in licensing’

The Laughing Cow has launched a new campaign to put humour at the centre of the brand’s narrative with the message ‘Because it’s better to laugh.’

The positioning of the brand has been earmarked as a ‘huge opportunity in licensing,’ that, according to The Laughing Cow brand owners Bel, “now makes it a unique and worldwide icon of laughter.”

The new campaign features a number of public advertising spaces throughout France, as well as a new 60 second TV spot that highlights various scenarios in which it is simply ‘better to laugh.’ The campaign has been rolled out across France with plans to expand to the global stage very soon.

“That’s a bold move, a massive campaign and a huge opportunity in licensing as it makes The Laughing Cow the unique and worldwide icon of laughter,” said patrick Tamburlin, Bel licensing director.

“Bye bye smile and happiness, let’s move to the ultimate step: laughter.”

Check out The Laughing Cow’s TV ad spot below.