The Laughing Cow set out to create a cross-market Gift With Purchase (GWP) that could unify its joyful brand image across Southeast Asia while driving consumer engagement and purchase frequency.
The challenge was to execute a multi-country rollout that balanced:
Consistent product quality and branding
Production and cost efficiency
Reliable, on-time delivery to multiple markets
DTC World designed and produced the Cheesy Mood Café Blind Box Plushie Keychain collection — a set of six expressive plush characters packaged in mystery boxes.
Each plush captured The Laughing Cow’s cheerful, imaginative spirit while supporting a regionally standardized production model for efficiency and brand cohesion.
source: The Laughing Cow Singapore
Image credit: The Laughing Cow Singapore
Image credit: The Laughing Cow Singapore
Six mood-themed plushies: Cheeseful Monsieur Croissant, Grumpy Cheese Toast, Merry Berry, Cry Berry, Whatever I Will Eat Pizza, and a secret design.
Blind box packaging created a collectible surprise element
Unified regional design ensured consistency across markets
Premium plush with retail-grade quality
Regional Fulfillment by DTC World — centralized sourcing and multi-country distribution to markets such as Singapore, Malaysia, and Thailand
source: The Laughing Cow Thailand
The Laughing Cow’s ‘Cheesy Mood Café’ Blind Box Plushies took social media by storm — with fans sharing their unboxing moments across TikTok, Instagram, and YouTube. Image credit: Google Search Results
The Cheesy Mood Café promotion turned a regular grocery purchase into a collectible brand experience.
Marketing Wins
Streamlined production achieved cost savings and faster turnaround.
Unified regional design boosted brand consistency and visibility.
Strong redemption response drove repeat purchase behaviour
Social sharing and unboxing videos amplified engagement online
Seamless delivery enabled synchronized campaign launches across markets
This campaign highlights DTC World’s ability to help regional marketers and procurement teams roll out impactful, scalable merchandise programs.
With in-house design, sourcing, and regional fulfillment, we provide an end-to-end merchandise solution that optimizes both creativity and efficiency.
At DTC World, we help you:
Simplify cross-market execution through one central partner
Standardize product quality and packaging regionally
Achieve cost and timeline efficiencies through consolidated sourcing
Because it’s Not Just Merch — We Make It Move.
Contact DTC World today to design your next standout campaign.
