Le Groupe Bel > LET’S CELEBRATE TOGETHER THE 100 YEARS OF THE LAUGHING COW® LET’S CELEBRATE TOGETHER THE 100 YEARS OF THE LAUGHING COW® The Laughing Cow® is turning 100 years old in 2021, a great opportunity to celebrate its anniversary with all those who have made and still make the brand today. In 2021, The Laughing Cow® is celebrating its 100th anniversary, a great opportunity for our brand to celebrate the power of laughter and its positive impact on our lives. On the agenda: a worldwide solidarity initiative in favor of charities that work for children, limited edition packs and in-store activities, a partnership with artists… Laughter takes power and it feels good! The Laughing Cow® makes laughter and solidarity rhyme The Laughing Cow® is launching the initiative #laughtodonate internationally. Alone, with family or friends, everyone is invited to record their laughter on www.100ytlc.com, to do good for those who need it the most. The laughters collected are redeemed into donations to help finance charitable actions. This initiative is carried out all over the world with twenty NGOs working for children, such as Clini Clowns, The Red Noses and Camp Quality… The Laughing Cow®, a popular icon that inspires artists Every year since 2014, a contemporary artist takes over the famous round box to revisit it. Collector’s boxes that are exhibited at the International Contemporary Art Fair (Foire internationale d’art contemporain) as well as in everyone’s home. The Collector’s Edition Boxes, with its annual edition at a very affordable price, is the proof that art can be accessible to everyone and everywhere. After Hans-Peter Feldmann, Thomas Bayrle, Jonathan Monk, Wim Delvoye, Karin Sander, Daniel Buren and Mel Bochner, it’s Rosemarie Trockel’s turn to reinterpret the collector’s box on the occasion of the brand’s 100th anniversary… A hundred years old but still in the game, The Laughing Cow® has also joined forces with the well-known French street art artist: Mr. Chat. An encounter that gave birth to the “Vachat” declined in lithography or sweatshirt on the occasion of the 100 years of our favorite cow. Products are on sale on the official e-shop of the brand. A portion of the proceeds of these collectors’ items will be donated to the French association Le Rire Médecin. A film that celebrates the power of laughter The Laughing Cow® and advertising have a long history. In this anniversary year, an advertising campaign dedicated to the brand’s 100th anniversary focuses on laughter in all its dimensions: spontaneous and authentic, with an universal and timeless character. The film is like a documentary, mixing scenes from life, from families and friends, with archival footage and iconic excerpts of personalities who make us feel good through laughter. An inspiring film that delivers a critical message that has been dear to The Laughing Cow® for 100 years: laughter is activist, it vehicles peace, unity and humanity. So let’s laugh! An exceptional event, an exceptional design To celebrate its anniversary, The Laughing Cow® wants to be as close as possible to families by bringing them joy from the stores to their fridges! For once, The Laughing Cow® is offering its consumers a new design of its famous round box, with a minimalist look and a focus on laughter. Stay tuned, more to come… SHARE YOU WILL ALSO LIKE The Laughing Cow mini-series Bel Foundation Consumer service La Maison de La Vache qui rit® Lab’ Bel Join Bel CONTACT US LEGALS PRIVACY POLICY COOKIE SETTINGS CREDITS SITE MAP X Groupe bel wants to use cookies for Bel group on this website. With your consent, we may use them to measure and analyze website performances and to provide personalized content and relevant advertising. You can find more information here COOKIE SETTINGS REFUSE ALL ACCEPT ALL