Borden's Elsie the Cow Gets a New Look

A Borden truck bearing the updated logo featuring spokescow Elsie and the company's motto "Glass half full since 1857." ( Borden )

Elsie, the iconic spokescow for Borden’s dairy products, is getting a makeover.

The new look for Elsie is part of a new marketing campaign with the tagline “Glass Half-Full Since 1857.” The campaign rollout and reintroduction of Elsie was announced by Borden on May 8.

“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,” says Joe DePetrillo, chief marketing officer for Borden.

Borden’s logo was refreshed by BrandCory and is part of a marketing strategy led by Ohio-based Curiosity. Elsie is still the cartoon Jersey cow that consumers have come to love since she was first on Borden products in 1936. The spokescow has just been given a slightly more modern look.

The updated look for Elsie will be featured in Borden’s marketing channels, along with being found on product packaging in grocery stores throughout the southeastern U.S. this summer. 

“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,” DePetrillo says. “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.”

In 1999, Elsie was recognized as one of the top 10 advertising icons of the 20th century by AdAge. Included in that list was the Energizer Bunny, the Jolly Green Giant and Ronald McDonald.

The redesign and marketing campaign comes just over a year since Tony Sarsam was appointed as chief executive officer of Borden in March 2018. Sarsam had previously worked at PepsiCo and Nestlé, before serving as CEO at Ready Pac Foods. While at Ready Pac Foods he guided the company to an industry leading 60 percent growth over four years.

“Borden has a rich history spanning many decades and filled with both victories and lessons learned,” Sarsam says. “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.”

For more on the rebranding of Elsie watch the following YouTube video: