• by October 13, 2008

Once upon a time, milk-promoting cow characters were selected by nameless suits on the corporate level. Exactly 70 years ago, Borden created its iconic Elsie the Cow mascot, and purchased a live Elsie from a farm in Massachusetts. Borden touted itself as "the milk of contented cows," and Elsie reigned supreme as queen cow for decades.

 

  Today's cows, however, aren't content to just be contented. As the California Milk Advisory Board, through Deutsch LA, has been telling us since 2000: "Great milk comes from Happy Cows. Happy Cows come from California." And so these cows must now earn their icon status--and a coveted trip to California, where they can gain true happiness--21st-century-style, through reality-show-like auditions.

On Monday, four national 30-second TV commercials kicked off a year-long campaign, inviting consumers to go online to choose the latest California Happy Cow from 10 wannabe spunky bovines around the world. The first featured "contestants" are teenage Alica, "from a town you've like never heard of"; Cajun Jenn, from the Louisiana bayou, trying to escape her stage mom's overpowering presence; Shelby Fogbottom, who dreams of leaving a foggy British farm behind; and frigid Kirsten from, well, someplace cold.

The commercials will run on such broadcast and cable shows as NBC's "The Today Show," ABC's "The View," CBS' "The Young & the Restless" and "The Price is Right," Food Network's "30 Minute Meals" by Rachael Ray and HGTV's "Designed to Sell." The media agency is Schoenfeld & Partners LLC.

Six additional spots will premiere in 2009. Consumer voting takes place at www.RealCaliforniaMilk.com through Sept. 30, with results to be revealed online next October.

"The reality show audition tape is something everyone can relate to," explained Eric Hirshberg, president, chief creative officer, Deutsch LA. "From 'American Idol' to online dating services, people are used to seeing other people pitch themselves like this. Why would our fictitious bovine friends be any different?"

As for Elsie, she's hanging in there--although Borden the company no longer exists. Eternally active like Lassie, the 70-year-old icon is now back out on tour promoting Borden-branded cheese for the Dairy Farmers of America, a national co-op, and Borden-branded milk for licensed sellers. The Dairy Farmers of America also recently launched Friends of Elsie online, allowing users to interact with co-op members and fellow friends around the country.