Borden Gives the Dairy Case a Fresh Look

April 13, 2009

BATON ROUGE, La., April 13 /PRNewswire/ — Elsie-the-cow is getting a bit
of a makeover as Borden, Louisiana’s leading dairy, 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.

About Borden

Borden’s complete product line includes the Plus Line of milks, including
Lite Line, High-Protein Plus, and Kid Builder, in addition to regular whole,
2%, 1%, and fat-free milk in both white and an array of flavors. Borden also
offers a Borden Organic line, featuring the ergonomic 96 oz. Perfect-Pour
bottle. Along with the extensive milk line, Borden also provides high-quality
dairy products including cottage cheese, sour cream, dips and yogurt products.

For more information on Borden products visit www.bordenonline.com.

Contact: Lisa Brogan of Current Lifestyle Marketing, +1-310-854-8278,


Source: newswire

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