Borden dairy

Glass half full.

Spreading joy to engage a new audience and expand distribution.


One thing Elsie the Cow has always stood for is pure, simple joy. It’s also what millennial moms want more of, especially in a world where optimism is hard to find. To reach a new audience, we did what Elsie would do: spread a little joy in-store, on social and through streaming media platforms.

How we poured a Glass Half Full.

When moms were asked what three wishes they would request from a genie, living stress-free was the most popular response. Our new positioning, Glass Half Full, was built on this insight to connect with modern-day moms throughout their daily routines. But Glass Half Full is not just a tagline. It’s a philosophy, an attitude, and a daily reminder for millennial moms that nothing can stop them.

Bringing Elsie back.

Remember Elsie the Cow? No? Well, there was a time when Elsie was a top 15 brand icon according to AdAge. In recent years, however, the days of Elsie being the face of Borden Dairy were long gone. To bring her back and better than ever, we positioned Elsie as a spokesperson for positivity and made her the face of our campaign.

Borden’s cash cow: a can-do attitude.

The new positioning, Glass Half Full, leverages the customer journey to connect with modern day moms throughout their day. Glass Half Full is not just a tagline: It’s a philosophy, a spirit, and a daily reminder for millennial moms that nothing can stop them. To bring this to life, we created candid spots that highlight the joy a glass half full can bring – featuring an adorable cast.

Raise a glass to inspiring social.

With a new look and a positive outlook on life, following Elsie the Cow on Instagram meant filling your feed with inspirational moosings, delicious recipes, and all-around cuteness. We created these gallons of social media content using our in-house content production studio, Curio.

borden dairy trucks

Big idea meets big rig.

Glass Half Full was born to roam. Borden’s new fleet of trucks has racked up millions of impressions while on the road.

borden dairy milk caps

Top it all off.

To emphasize positivity down to the last drop, we capped off our campaign with a series of positive message-touting milk caps to help our audience start their day with a smile.

Our half-full glass runneth over with results.

Borden experienced an increased sales velocity in an existing footprint, which led to expanded distribution in Walmart and Publix. In addition, we launched three new milk flavors at the Texas State Fair, and introduced KidBuilder: a new line of no-sugar-added milk made with 50% more calcium and protein than regular milk. With tons of new content leading to hundreds of millions of impressions and countless smiles from Borden Moms, our Glass Half Full campaign delivered a whole lot of positivity and results worth savoring.

Feel that? That’s curiosity.

Let’s solve something together.