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ELSIE'S BACK AT BORDEN FULL TIME; ELSIE THE COW IS BACK ON THE MOOOVE AS THE OFFICIAL BORDEN "SPOKESCOW"

 NEW YORK, March 10 /PRNewswire/ -- Elsie the Borden Cow today rejoins the more than 50 percent of American women who are in the workforce. She is going back to work full time for Borden.
 Since her introduction in the 1930s, Elsie has always reflected America's story -- about real people in real-life situations: two working parents raising children on a budget and taking care of the family's nutrition and good health. As a long-time advocate for working women, for the family and for eating a balanced diet, Elsie met the challenges of every-day life with warmth, good humor and common sense.
 Elsie captured the hearts of millions of Americans in doing so. Now she's back on the Borden bandwagon as spokescow for a new look and new direction for Borden milk, cultured products, frozen desserts and cheese products.
 "Elsie has been an American institution for more than 50 years -- and still has tremendous recognition among today's consumers," says Anthony S. D'Amato, chairman and chief executive officer, Borden, Inc. "She was a symbol for working women long before they represented a majority of households. And she brings a warmth to Borden dairy products that creates a strong emotional bond with consumers of all ages."
 To support Elsie's return to the full-time workforce, Borden has created a very special advertising campaign to welcome her back. Career-mom Elsie -- always the entrepreneur -- has opened Elsie's Market, a family-owned supermarket. Elsie's husband, Elmer (who has his own full-time job as spokesbull for Elmer's Glue), and children, Bea (13 years old) and Beau (9 years old), all help out in the market. In "Roger Rabbit" film style, a series of 30-second television commercials feature an animated Elsie, Elmer, Bea and Beau interacting with real people in real-life situations that communicate the product benefits of Borden milk, cultured products, frozen desserts and cheese products.
 To honor her return, Borden has given Elsie a new look, with bolder, brighter eyes and smaller horns. She's also sporting a softer more contemporary daisy. This brighter, more feminine and contemporary Elsie will adorn all dairy packaging. The visual impact of the new packaging system enhances the products' shelf image and links all Borden dairy brands together.
 Borden has a lot more in store for Elsie to celebrate her comeback. An outdoor billboard and radio promotion tease campaign, themed "Guess who's on the mooove?," kicked off the week of Feb. 22 in Miami, Atlanta, New York, Cleveland, Columbus, Chicago, Milwaukee, St. Louis, Dallas and Houston. Today, the new look of Elsie is revealed and she's "More mooovelous than ever!"
 Also on March 10, several special events take place in New York City. Elsie and her family appear on the trading floor of the New York Stock Exchange to purchase the first shares of Borden stock traded at opening bell. Elsie moooves on to Times Square for the unveiling of her spectacular billboard, then off to The Pierre Hotel for a very special luncheon in her honor.
 From April 23 - June 27, Elsie and her family will mooove across the country driving down America's highways and byways in a specially designed "cowdillac" -- to visit fairs and festivals, lead parades and raise money for Elsie's favorite charities. The family will also star in their very own bandwagon tour, visiting families in the 10 billboard cities at high-traffic shopping malls.
 "The unique ability of Elsie to inspire people of all ages is what makes her so appealing," says Mr. D'Amato. "Older consumers identify with characters and personalities from their childhood or early adult years. More important, Elsie has the power to create the same closeness with younger consumers."
 When asked about products from the company that has given her the opportunity to be a part of American lifestyles, Elsie says, "If it's Borden, it's got to be good!"
 -0- 3/10/93
 /CONTACT: Nicholas Iammartino, 212-573-4131, or Jeanne Washko, 614-225-4472, both of Borden, Inc.; or Andrea Capozzi of Ketchum Public Relations, 212-536-8766, for Borden, Inc./


CO: Borden, Inc. ST: New York IN: ADV SU:

SM-LD -- NY004 -- 4791 03/10/93 08:30 EST
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Date:Mar 10, 1993
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