The Laughing Cow Turns Iconic Creaminess into Pure Drama

The Laughing Cow is taking its creaminess to theatrical new heights. In partnership with Havas Creative Canada, the brand is introducing Dramatically Creamy, a campaign that treats snacking with full-on soap opera intensity, where one bite is enough to spark passion, jealousy, and over-the-top reactions worthy of primetime TV.

A creamy texture, a lingering glance, and suddenly it feels like something’s about to happen. The Laughing Cow is creamy enough to pause a conversation. Creamy enough to steal the spotlight. Creamy enough to spark a scene.

Through a collection of Dramatically Creamy moments, The Laughing Cow amplifies the inner drama that comes with every bite. Pure emotional escalation over the creamiest of indulgences, the triangle becomes the catalyst for a scene worthy of a telenovela, a power ballad, or a full-blown personal crisis.

“Building on the momentum of our recent OG Emoji campaign, we continue to embrace a tone of humour, lightness, and iconicity,” explains Marie-Eve Robert, VP marketing and sustainability at Bel Group. “This time, it’s our iconic creamy wedge that takes centre stage!”

“With The Laughing Cow, we wanted to take the most ordinary moment, a daily snack, and treat it like it deserves cinematic intensity,” says Jack Latulippe, CCO at Havas Creative Canada.

The campaign includes a range of assets across video, social, in-store, and out-of-home channels. Media was handled by Spark Foundry, with in-store advertising led by Cri.