- Bel Brands USA has launched a new campaign titled The Not Laughing Cow, featuring its iconic red mascot with a serious expression instead of her traditional smile.
- Select cheese packages rolling out in over 4,700 U.S. stores display the unsmiling cow alongside the cryptic message, We need to talk.
- Each special package features a QR code directing consumers to a website where they can investigate the mystery and submit their theories.
- Chief Marketing Officer Jamee Pearlstein stated that the mascot will explain what caused her serious expression when she is ready.
- Bel Brands confirmed the change is temporary and promised that the mystery behind the serious face will begin to unravel in the coming days.
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