Elsie the Cow

File:ElsieTheCow.jpg

Elsie The Cow, Borden

Elsie the Cow is the beloved spokescow for the Borden Dairy Company. Since her introduction in 1936, Elsie has come to symbolize the trust, quality, and freshness of the Borden brand. The company was named after Gail Borden, Jr (1801–1874). A philanthropist, businessman, and inventor, Borden was the first to develop a commercial method of condensing milk, and the dairy company founded by him (renamed Borden, Inc. in 1968) expanded and diversified to become a sizable corporation operating in many areas of business.

Elsie was created in the 1930s to symbolize the “Perfect Dairy Product,” and made an appearance at the New York World's Fair in 1939. She also starred in a movie, RKO's Little Men, in 1940. For a time in the mid-1940s when she was voiced by Hope Emerson, she was better known than some human celebrities, and Elsie the Cow remains among the most recognizable product logos in the United States and Canada.

Elsie and her calves were featured in Elsie's Boudoir at Freedomland U.S.A. from 1960 to1963. Freedomland was a true theme park depicting America's history, located in the Bronx. A live cow representing Elsie appeared on stage at the Borden's exhibit in the Better Living Pavilion at the 1964-65 New York World's Fair, in a musical revue with a score by the Broadway composer Kay Swift.

The first Elsie, "You'll Do, Lobelia," was a registered Jersey heifer born at Elm Hill Farm in Brookfield, Massachusetts. The most alert cow at Borden's World’s Fair "Rotolactor" exhibit[1], Borden purchased Elsie from her owners, family farmers from Connecticut, and promoted her as their mascot. For the rest of the season, this particular Elsie, dressed in a beautifully embroidered green blanket, was put on display twice each day for all to see, and millions did. Which led Borden advertising execs to learn something else about cows – most are actually hams when given the chance. And Elsie was the hammiest. The public welcomed Elsie into their hearts. And that was how Elsie the Cow was born.

Elsie’s husband, Elmer the Bull, was later lent to Borden's chemical division as the mascot for Elmer's Glue. Their offspring included Beulah, Beauregard (born 1948), and twins Larabee and Lobelia (born 1957). Elsie has earned such honorary degrees from Universities as Doctor of Bovinity, Doctor of Human Kindness and Doctor of Ecownomics. In Wisconsin, which had its reigning Dairy Princesses, Elsie was named Queen of Dairyland. The Seneca Indian Tribe named her an honorary chief, and the City of Bridgeport, Connecticut, presented her with their P.T. Barnum Award of Showmanship. And in 2000, Elsie was named one of the top 10 advertising icons of the century by Ad Age.

Other appearances

Elsie makes a cameo appearance in Who Framed Roger Rabbit auditioning with the other cartoon cows for a part in a cartoon. In the film she eats her script.

History

1936 Elsie the Cow appears as one of four bovines in advertisements placed in medical journals. In one ad, the cartoon cow is shown finishing a letter that read: “Dear Mama, I’m so excited I can hardly chew! We girls are sending our milk to Borden’s now. Love, Elsie.”

1938 Borden expands its advertising initiative to include radio and sponsored newscasts with radio personality Rush Hughes who reads the “Letters from Elsie” spots on the air. Fan letters directed to Elsie begin pouring in at the radio station. Borden launches a national campaign in consumer magazines that featured Elsie the cow.

1939 Borden features the Rotolactor in its “Dairy of the Future” exhibit at the 1939 New York World’s Fair. Because of the enormous crowd’s curiosity as to which of the cows is Elsie, Borden decides it’s time to introduce a real bovine to represent the already famous character. “You’ll Do, Lobelia” is selected, and masses line up to meet the real Elsie the Cow. She stole the show, with the vast majority of questions regarding high-tech dairy exhibit being about none other than the newly christened Elsie.

1940 Elsie makes her big-screen debut in a co-starring role with Jack Oakie and Kay Francis in RKO’s classic movie Little Men. Her skilled performance as Buttercup would win her rave reviews in Hollywood and an even more cherished place in the hearts of her adoring fans. Due to her Hollywood debut, Elsie was not able to attend the 1940 World’s Fair, so her husband, Elmer, of Elmer’s Glue fame, took her place at the exhibit. With all this success, Elsie and her husband, Elmer, decide it’s time to start a family! In Canada, the Canadian Elsie’s first appearance sponsored by the Toronto Evening Telegram brought in nearly a quarter of a million pounds of powdered milk to be donated to British war victims.

1941 Elsie appears as a pin-up girl. In the ultimate tribute, American servicemen hang posters of Elsie in the Navy lockers. Elsie’s also painted on the side of a B-52 bomber appropriately dubbed “The Milk Run”.

1942 As the nation enters WWII, Elsie the Cow begins her first of many nationwide tours with her new daughter, Beulah, in their very own custom 18-wheel “Cowdillac.” Throngs of local fans come out to greet the famous cow, and Elsie receives the honorary key to more cities than she can shake her tail at. As she tours, Elsie faithfully supports the war effort by promoting purchase of over $10,000,000 in U.S. War Bonds, prompting a thank-you note from the Secretary of Treasury and a personal visit from Admiral Chester Nimitz.

1947 With wartime shortages behind, Elsie and Elmer decide it’s a good time to have another baby. In July, modestly sequestered behind drapes in the New York Macy’s Department Store window, Elsie gives birth to a strapping bull calf. The store runs a contest to name the baby calf. The name Beauregard, in honor of General Beauregard’s part at the Civil War Battle of Bull Run, receives over 1 million entries, breaking the record for an advertising contest.

1951 Borden introduces a trademark depicting Elsie with a garland of daisies around her neck and daisy petals encircling her face. Borden rebrands Cascorez as Elmer’s Glue-All and features Elsie’s spouse, Elmer, on packaging and in a magazine and direct-mail campaign created by James Thomas Chirurg Company.

1957 Elsie gives birth to twins. In a contest appropriately titled, “Name the Twins” the names Larabee and Lobelia are chosen from a whopping 3 million entries. Unfortunately the twin calves remain simply “The Twins” after the name Lobelia is revealed to be an antidote for poison in folk medicine.

1964 Borden begins using the Fischer quintuplets in its advertising – the most famous multiple-birth family of its era. Borden attempts to retire the use of Elsie the cow, but a survey of the general public reveals that Elsie remains one of the most recognized trademarks in the U.S. Elsie is featured in a musical revue at Better Living Pavilion at the New York World’s Fair.

1971 Elsie makes her comeback as an animation house creates a series of television ads featuring Elsie. The real Elsie the Cow makes her long-awaited rebirth at Walt Disney World in Orlando, Florida, where she helped open the Borden Ice Cream Parlor.

1972 Elsie opens the Kentucky Derby, acts as queen over the Indianapolis 500, shares a parade float with the king and queen at Bridgeport’s Barnum Festival, and stars at both the Ohio and Wisconsin State Fairs.

1974 Elsie leads the Rose Bowl Parade on New Year’s Day. Distinguished panelists are stumped when Elsie appears as a silent but dignified guest on “What’s My Line?”.

1988 Elsie the Cow makes a cameo appearance in Who Framed Roger Rabbit?, auditioning with the other cartoon cows for a part in a cartoon. In the film, she eats her script.

1999 To the happy cheers of hundreds of school children, Elsie celebrates her 60th birthday at Bryant Park in New York City. Elsie’s very first caretaker in 1939, Jim Cavanaugh, is also there to honor the birthday girl. While in New York, Elsie is invited to the Fox Television Studios for a special interview.

2000 Elsie named one of the top 10 advertising icons of the century by Ad Age.

2007 Elsie helps Borden celebrate 150 years of dairy products.

External links

• Borden Online
• Elsie and Borden dairy products
• Obituary of David William Reid, advertising marketer and creator of Elsie and Elmer
• Article on "You'll Do Lobelia," one of the live Elsies, from her hometown of Brookfield, Massachusetts.
• Article on Elsie's grave in Plainsboro, NJ