• by Karlene Lukovitz  @KLmarketdaily, April 14, 2009

Borden is launching an ad campaign featuring Disney star Selena Gomez, in conjunction with new labeling across its milk product lines.

Both initiatives aim to remind families within Louisiana and Texas, the company's core markets, that Borden's "local, farm-fresh milk is the best choice," according to marketing and communications manager Sheri McCrary.

The campaign featuring Gomez, star of Disney's "Wizards of Waverly Place" series and a Dallas native -- plus Borden's iconic Elsie-the-cow character -- will include regional television and radio ads. It will also bring back the tagline: "If It's Borden, It's Got to Be Good." The company's site (www.borderonline.com) will offer sneak previews of the TV commercials and behind-the-scenes footage.

Special events in the regions in coming months will feature appearances by Elsie and promotional materials spotlighting Gomez.

The new milk packaging still prominently features Elsie, but also includes barn imagery and the local, farm-fresh messaging focus. "We are updating our brand, but keeping our heritage," notes McCrary.

The new milk labels will debut in dairy cases this month.

Borden's milk products include the Plus Line (Lite Line, High-Protein Plus and Kid Builder) and an organic line, plus regular whole, 2%, 1%, and fat-free milk in both white and flavor varieties. The 150-year-old company's other dairy products include cottage cheese, sour cream, dips and yogurts.