The laughing cow – because she is the loveliest ! |
The Laughing Cow or La Vache qui rit History Pictures Merchandise Links |
You spin me around |
Cold Cow ? - move your mouse over her to see. |
Warm Cow ? - move your mouse over her to see. |
Sick Cow ? - move your mouse over her to see. |
History |
La Vache qui rit / The Laughing Cow History of an Advertising Celebrity On the 16th of April 1921, Leon Bel registered the trade name La Vache Qui Rit (the Laughing Cow), and the full length drawing of a cow "with a hilarious grin on its face", which he himself based on Benjamin Rabier's drawing, emblem for the "bus supplying fresh meat for the troops" during the Great War. This emblem was nicknamed "La Wachkyrie". In 1922, after consulting a number of illustrators, Leon Bel chose Benjamin Rabier's (1864-1939) project. Bel then commissioned Vercasson, the printer, to "dress up" the drawing : the cow became red, and acquired two earrings in the shape of "Vache qui rit" boxes. In 1923; Vercasson copy-righted this drawing himself, under the heading "red cow". A court case followed, with the result that Bel had to pay Vercasson's successor damages for the right to use red for his Laughing Cow. The Laughing Cow's portrait continued to change imperceptibly over the years, up into the 70's (blunter horns etc.). In 1971, the Norman, Craig & Kummel Agency decided to present a full length version of the cow in various situations (hitch-hiking, cycling etc.), redrawn by Jacques Parnel. In 1984, TBWA played on everyday expressions to put the trademark to advantage. The Cow was, of course, at the heart of this strategy. In 1986, TBWA decided to re-introduce the Cow's character, overlooked by agency campaigns throughout the decade, in an advertising film called "The Casting Session". In 1988, Richard Williams' commercial "The Ball" celebrated the laughing, feminine Star's amusing come-back in a pink limousine, true to Hollywood tradition. This time, she was redrawn by Gilles Moutault (TBWA campaign). |
Key Dates 1865 Jules Bel founds a cheese maturing and trading business called Etablissements Jules Bel at Orgelet, in the Jura region of eastern France. 1921 Léon Bel, the son of Jules Bel, creates The Laughing Cow brand, which led to the real development of the processed cheese market. 1922 Fromageries Bel S.A. is founded 1929 A UK subsidiary is founded 1976 Mini Babybel is launched 1995 Cheez Dippers is launched Jan 2002 Cheez DOUBLE Dippers launched |