Léon Bel invented the world’s first stabilized dairy product, individually wrapped portions of creamy cheese that did not have to be kept refrigerated. He wanted to market this “revolutionary” product right away, and in 1921, associated it with a brand name and the anthropomorphic representation of a red cow wearing earnings…

La Vache Qui Rit is now marketed in more than 90 countries. The leading product in its category, this core market brand must constantly work to reaffirm its global leadership and cutting-edge status to fight mounting competition from other cheese groups, private labels and hard discounters. It must also find a way to respond to consumers’ “health” concerns and maintain proximity to them.

Dragon Rouge came up with the idea of a “two-tier message”, one emotional and one conveying product superiority, this to restore the brand’s image on the health front while leveraging its extraordinary likeability.
This concept was translated into a signature institutional brand and a new BTL visual style conveyed every time the brand “speaks”, anywhere in the world.
We also designed a new brand architecture that creates a simple and easily understood relationship in consumers’ minds between each of the numerous La Vache Qui Rit portfolio products and the brand as a whole.