Borden Inc.: Elsie The Cow campaign
William BaueOverview
After a 20-year retirement from advertising, Elsie the Cow returned as the corporate mascot for Borden Incorporated in March 1993 as the centerpiece of a $20 million campaign orchestrated by Ketchum PR of New York. Though there was great fanfare, the move was not as much a celebration of Elsie's return as it was a desperate attempt to consolidate what, in a 1992 Business Week article, then CEO Anthony D'Amato called "a fragmented, out-of-date organization that is not up to the increasing pressures of today's economy."
Between 1986 and...