Moo Moola

At New York's World's Fair in 1939, more than 7,000,000 people came to see her. Later she made personal appearances from coast to coast, and when her offspring was born, letters poured in from all over suggesting names. Then, in 1941, she was killed in a truck accident. But by then she was more than an individual; she was a symbol that lived on. Her name was Elsie, the Borden Co.'s cow.

Since the first Elsie died, eight others have taken her place, spreading the Borden name far & wide. One in every six Americans has seen one or another Elsie in the flesh. In recognition tests, Elsie has beat out Van Johnson and Robert A. Taft. All this renown has helped boost Borden's sales 35% (to $732 million) since the war, and make Borden's the biggest seller of fluid milk in the U.S.*

Last week Borden admen decided that Elsie had done her job. Having made the Borden name a household word, she will be moved into the back of the admen's stable. In ads henceforth, Elsie, her husband Elmer, daughter Beulah and son Beauregard will play second fiddle to Borden's 210 consumer products. But Elsie will stay on as Borden's trademark, all dolled up in a new garland of daisies (see cut).

* In overall business, however, Borden's is second to National Dairy Products Co.

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