Elsie’s new, more modern appearance can be seen across the company’s marketing channels and will be on product packaging in dairy aisles throughout the southeastern United States this summer.
The Dallas-based company is trying to wake up from a ‘deep sleep,’ its chief executive said.
Borden, founded more than a century and a half ago, has reemerged with new ownership, leadership, a focus on its people and an optimistic vision to reclaim its position as the undisputed leader in the dairy industry. At the center of this dramatic revival is the beloved Elsie, Borden’s iconic spokescow, who has been given a more modern look.
Borden Dairy, with BrandCory and Curiosity, is launching a brand refresh that includes a revamp of its 150-year-old logo and its “spokescow” Elsie. The campaign will feature Elsie’s new look on packaging and the tagline, “Glass Half-Full Since 1857,” designed to reinforce that the mascot “represents pure joy and optimism for American families,” says Chief Marketing Officer Joe DePetrillo.
First intoduced by Borden in 1936, Elsie is one of America’s best-known brand mascots and was named one of the top 10 advertising icons of the 20th century by AdAge. Elsie’s new appearance can be seen across the company’s marketing channels and will be on product packaging in dairy aisles throughout the southeastern U.S. this summer.