The Museum of Les Arts Décoratifs is dedicating an exhibition to collectors of goodies. “Pub Mania, ils collectionnent la publicité” (Ad Mania, they collect advertising) is exploring the phenomenon of one’s attachment to a brand and its promotional supports in charge of appealing to consumers and developing their loyalty. Some people develop a passionate interest in – sometimes an obsession about – collecting these modest, often everyday objects whose display highlights over a century of advertising for the visitors.
La Vache qui rit is a great story: the family saga starts in 1865 and gives birth to one of the first industrial brands. Today, it is also one of the best-known brands in France. Since last May 21st La Vache qui rit has opened its house: a park, a big space built on the cheese former production site in Le Jura. With a video on production and more than 600 promotion items, the story is generously illustrated.
Historical approach, cultural approach, environmental approach (the site was built with High Environmental Quality criteria). Indeed, yet, the family line is obvious: the green house is mostly a fun house for a mass-market brand.