This is the first of many pieces of creative that will launch nationwide for Borden, in an effort to bring joy and optimism to families. Curiosity worked with Borden to reinvent brand icon Elsie with a new, updated look.
Elsie has always stood for pure, simple joy and the new campaign is a reflection of that 150-year old heritage. 'Glass Half Full' is not only a tagline, it’s a philosophy, a spirit, a daily reminder for moms that nothing can stop them. The newly released campaign features real families at Elsie's, the home of pure joy. The campaign is fully supported with media to be where she is and in the moment she needs to lighten up her day including TV, digital, social, in-store, on pack, out of home, and a fleet of delivery trucks.