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logo__archives--article" href="https://www.lemonde.fr/archives-du-monde/"> Archives </a> </a> </li> </ul> <div class="article__heading"> <h1 class="article__title">14 - Une vache entrée dans la légende</h1> </div> <p class="meta meta__publisher meta__publisher--header" id="js-authors-trigger"> <span class="meta__author meta__author--header" id="js-authors-list"> Par HELENE RISSER </span> </p> <section class="meta__date-reading"> <span class="meta__date meta__date--header">Publié le 04 septembre 1998 à 00h00, modifié le 04 septembre 1998 à 00h00</span> <p class="meta__reading-time meta__reading-time--header"> <span class="icon__reading-time"></span> <span><span class="sr-only">Temps de </span>Lecture 3 min.</span> </p> </section> <div class="share-btns meta meta__social "> <button class="js-lmd-modal-gift-not-sub-toggler lmd-btn-rounded lmd-btn-rounded--secondary lmd-btn-rounded--m" aria-label="Offrir l’article" aria-haspopup="true" aria-expanded="false" 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C'est toute l'histoire de La Vache qui rit. Une aventure qui doit beaucoup au génie marketing de son créateur, Léon Bel.</p> <p class="article__paragraph ">En reprenant une recette suisse ancestrale à base de gouda et de gruyère, ce fils de fromager, établi à Orgelet dans le Jura, invente en 1921 le premier fromage fondu en emballage individuel. A priori, pas de quoi révolutionner les habitudes des amateurs d'emmental. Même si ce produit, pratique et facile à emporter, anticipe d'une quarantaine d'années sur l'évolution de la vie moderne et le développement de la grande consommation.</p> <div id="inread_top" class="dfp-slot dfp__slot dfp__inread dfp-unloaded" data-format="inread_top" aria-hidden="true"></div> <p class="article__paragraph ">Léon Bel voit grand dès le départ. Convaincu des atouts de sa marque, il abandonne en 1926 la fabrique familiale et fait construire une usine ultramoderne à Lons-le-Saunier, capable de produire vingt tonnes de fromage fondu par jour. Reste à persuader les mères de famille d'acheter son produit novateur. Cet artisan, qui n'est jamais sorti de sa fromagerie, imagine alors une astuce digne des professionnels du marketing contemporain : faire l'unanimité dans les cours de récréation afin de décider les parents. Pour cela, il demande à un dessinateur d'agrémenter ses emballages de l'effigie d'un animal sympathique, capable de « susciter la joie et si possible l'affection ». La marque et l'emblème de La vache qui rit étaient nés. Robert Fiévé, le gendre de Léon Bel qui lui succède en 1937 à la tête de l'entreprise familiale, fait preuve du même talent commercial. Aussitôt en poste, il lance de grandes campagnes publicitaires en France, mais aussi en Angleterre et en Belgique où la marque s'est implantée au tournant des années 30. Toutes les ficelles de la communication actuelle sont alors utilisées : stand sur les étapes du Tour de France, création d'un programme radio pour enfants, « La vache qui rit aux pays des animaux » et, à partir de 1950, lancement d'un nécessaire d'écolier avec protège-cahier, buvard, et autres fournitures aux couleurs du bovin légendaire.</p> <p class="reading-mode-only "><strong>Il vous reste 50.47% de cet article à lire. 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