DALLAS, April 13 — Elsie-the-cow is getting a bit of a makeover as Borden, the number-one dairy in Texas, this week unveiled new
packaging design and an exciting new ad campaign featuring one of Disney’s hottest stars, Selena Gomez.
Keeping the Borden brand current with families, the new label designs will be on all Borden milk containers in the dairy case later this month. New television and radio ads featuring the teen star of the “Wizards of Waverly Place” with Elsie-the-cow will spotlight the brand across the region.
“Borden has been the most-trusted, local dairy here for more than 150 years, and now we are bringing the brand and Elsie to the next generation of milk drinkers,” said Rick Beaman, president for Borden. “Our new labels will catch eyes in the dairy case and help shoppers find their favorite brand of great-tasting milk, while our new star Selena teams up with Elsie to remind parents that our local, farm-fresh milk is the best choice for their family.”
New Borden Labels Promote Local Farm-Freshness
Borden is updating its packaging labels to spotlight its farm-fresh milk made locally. In addition to the new barn imagery, Elsie the cow remains prominent on the label. The new labels will be seen across all lines, including the Plus Line (Lite Line, High Protein and Kid Builder), in gallons, half-gallons, quarts and single serve sizes. The new labels will arrive in dairy cases this month.
New Celebrity Ads Hit the Airwaves, Behind the Scenes on the Web
Meanwhile, new television and radio ads starring Selena Gomez showcase Borden’s high-quality, farm-fresh taste, produced and sold locally throughout Texas and Louisiana. With the added star-power, the campaign will also bring back the famous tagline from recent years: “If It’s Borden, It’s Got to Be Good.” Look for Selena’s image alongside Elsie herself at special events around Texas and Louisiana in the coming months. Fans can get a sneak peak at the commercial complete with behind-the-scenes footage at bordenonline.com.
“I am a big fan of Borden’s Milk. I grew up with Elsie and I still think it’s the best-tasting milk today,” says Gomez. “I think it’s important to help moms and get the word out to kids that milk is a cool, fun drink that helps keep you fueled and ready for whatever you’re up to in your life.”
A Dallas native, Gomez’s star is rapidly rising with the hit Disney Channel series “Wizards of Waverly Place,” a new music album expected this summer being released by Hollywood Records, and a feature film currently in production for release later in 2009. She also was recently seen as the star in the ABC TV movie “Another Cinderella” which debuted # 1 for the network.