Borden Dairy has been reborn! With a vision to become a leader in the dairy industry, the company announced a revival of its beloved spokescow, Elsie. First introduced in 1936, Elsie is a well-known brand mascot and, according to a press release, was named one of the top 10 advertising icons of the 20th century.
“Despite not having made marketing investments in recent years, the Borden brand still holds a lot of equity, driven by over 150 years of dairy leadership,” said Joe DePetrillo, Chief Marketing Officer. “Elsie remains a beloved and iconic representation of this proud heritage with people of all generations. For these reasons, we wanted our brand refresh to be evolutionary in nature rather than revolutionary. We were mindful to respect the familiarity and trust Elsie has earned, while ensuring that our brand stays relevant to today’s consumer.”
Tony Sarsam, CEO, added, “Borden has a rich history spanning many decades and filled with both victories and lessons learned. When it comes to our future, the people of Borden have a ‘glass half-full’ outlook. We are passionate and ready to bring innovation and pure joy to milk lovers everywhere."
Elsie’s new appearance will be seen across the company’s marketing channels and will be on product packaging in dairy aisles this summer throughout the southeastern U.S.
A new marketing campaign with the tagline “Glass Half-Full Since 1857,” highlighting the “pure joy” and optimism of Borden products is another part of Elsie’s re-introduction.
“Our research showed that Elsie represents pure joy and optimism for American families, which we are harnessing as key drivers in all marketing initiatives in 2019,” said DePetrillo.
Borden partnered with BrandCory on its logo refresh and with Ohio-based Curiosity for its marketing strategy and plan. Curiosity will support a fully integrated campaign, including creative, consumer strategy, and media to announce that Borden is back.
For updates on Borden's rebrand, keep tuning into Deli Market News.