TITLE

Borden revives cash cow for $10 mil ad offensive

AUTHOR(S)
Pollack, Judann; Chura, Hillary
PUB. DATE
August 1999
SOURCE
Advertising Age;8/16/1999, Vol. 70 Issue 34, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the return of Elsie the cow in the advertising campaign of Dairy Farmers of America in 1999. The effort marks the first offensive from Dairy Farmers of American, a cooperative taking on cheese whiz Kraft Foods with an estimated $8 million to $10 million advertising arsenal and the first of several new products. BBDO is the agency behind the 30-second commercial breaking in spot markets, initially supporting Borden Singles. The television spot will be followed up in late September 1999 with one showing the cows getting up before the dawn. It will support a new line of Borden Naturals block and shredded cheese.
ACCESSION #
2166377

 

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