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Borden, the No. 1 dairy in Texas, has this week rolled out a new packaging design, as well as a new ad campaign featuring Disney star and Dallas native Selena Gomez. The new label designs will be on all Borden milk containers in the dairy case later this month, while TV and radio spots starring the young star of "Wizards of Waverly Place" and the iconic Elsie the Cow will spotlight the brand across Texas and Louisiana.
"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," noted 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."
As well as playing up Borden’s farm-fresh, locally sourced milk, the labels, which will be featured across all milk lines in gallon, half-gallon, quart and single-serve sizes, will include new barn imagery, as well as Elsie.
The campaign will also bring back the famous tagline from recent years: "If It's Borden, It's Got to Be Good." Additionally, Selena's image will appear alongside Elsie herself at special events around the region in the coming months.