{"id":20019,"date":"2019-05-21T18:06:00","date_gmt":"2019-05-21T22:06:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20019"},"modified":"2026-09-17T18:07:57","modified_gmt":"2026-09-17T22:07:57","slug":"bordens-elsie-returns-for-a-glass-half-full-rebrand","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/bordens-elsie-returns-for-a-glass-half-full-rebrand\/20019\/","title":{"rendered":"Borden\u2019s Elsie Returns For A Glass Half-Full Rebrand"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elsie the Cow, the beloved bovine spokescow for <a href=\"https:\/\/www.bordendairy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Borden Dairy<\/a>, is back with a whole new look! This January, Borden teased announcements that a revamped version of Elsie was on her way. Now, the modern Elsie is back in the spotlight with a milk glass that\u2019s half-full with optimism.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/05\/borden_dairy.png\" alt=\"borden_dairy\" class=\"wp-image-10486\"\/><\/figure>\n\n\n\n<h3 id=\"h-the-origin-story-of-elsie-the-cow\" class=\"wp-block-heading\"><strong>The Origin Story Of Elsie The Cow<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Elsie the Cow debuted in 1936 as a friendly cow mom. Her debut occurred as price wars waged between farmers and dairy processors, the latter of which were viewed unfavorably by the public.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elsie\u2019s introduction made Borden Dairy much more approachable by consumers. Her advertising was featured in medical journals, newspapers, and even a <a href=\"https:\/\/popicon.life\/how-borden-dairy-plans-to-revamp-elsie-the-cow\/\" target=\"_blank\" rel=\"noreferrer noopener\">radio commercial<\/a>. Fan mail arrived in droves for Elsie, the moo-valous cow that enchanted fans across the country.<\/p>\n\n\n\n<h3 id=\"h-elsie-s-refreshing-redesign\" class=\"wp-block-heading\"><strong>Elsie\u2019s Refreshing Redesign<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Last January, CEO of Borden Tony Sarsam gave audiences a brief glimpse into Elsie\u2019s new look. This, according to Borden Chief Marketing Officer Joe DePetrillo, was promised to be a look that was more \u201cevolutionary in nature than revolutionary.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/05\/borden_elsie_rebrand_2.png\" alt=\"borden_elsie_rebrand_2\" class=\"wp-image-10490\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Elsie\u2019s redesign was a team effort between Borden Dairy, and marketing and design agencies Curiosity 360 and BrandCory. She\u2019s still the same beaming bovine as she ever was, with a crown of flowers wrapped around her neck.<\/p>\n\n\n\n<h3 id=\"h-celebrating-a-glass-half-full\" class=\"wp-block-heading\"><strong>Celebrating A Glass Half-Full<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Elsie\u2019s perky look also comes accompanied by a new marketing tagline, \u201cGlass Half-Full Since 1857.\u201d The tagline, according to DePetrillo, is meant to highlight the pure joy and optimism of Borden products.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/05\/borden_dairy_2.png\" alt=\"borden_dairy_2\" class=\"wp-image-10487\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Her new logo refresh can be spotted on cartons of milk and other product packaging in dairy aisles throughout the Southeastern United States this summer. You may also glimpse the revamped Elsie through Borden\u2019s social media channels (like <a href=\"https:\/\/www.bordendairy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram<\/a>).<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/05\/borden_elsie_rebrand.png\" alt=\"borden_elsie_rebrand\" class=\"wp-image-10489\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Borden, and Elsie the Cow, is back and better than ever! DePetrillo is more than ready to keep America\u2019s sweetheart, and her optimistic nature, in the spotlight for years to come. \u201cWe respect the familiarity and trust Elsie has earned, while ensuring our brand stays relevant to today\u2019s consumer.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Elsie the Cow, the beloved bovine spokescow for Borden Dairy, is back with a whole new look! This January, Borden teased announcements that a revamped version of [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20020,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20019","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Borden\u2019s Elsie Returns For A Glass Half-Full Rebrand | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/bordens-elsie-returns-for-a-glass-half-full-rebrand\/20019\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Borden\u2019s Elsie Returns For A Glass Half-Full Rebrand\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor Elsie the Cow, the beloved bovine spokescow for Borden Dairy, is back with a whole new look! 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