Borden is appointing Curiosity as the dairy processor and distributor's AOR following a competitive review.
The Cincinnati-based agency will handle creative, consumer strategy and media for a 2019 refresh of the brand and its well-known mascot Elsie The Cow.
This brand overhaul follows several changes within Borden, including a "sizable" investment from private equity firm ACON Investments as well as a new CEO--Tony Sarsam.
In addition, Borden's leadership team includes 10 new faces, including chief marketing officer Joe DePetrillo, who joined the company in June. DePetrillo previously held key leadership roles at WhiteWave Foods/Danone, Nestle, Johnson & Johnson and Best Foods.
There was no previous account holder as the brand really hasn't done much marketing in recent years. Last year, Borden's ad budget was a mere $4,000, according to Kantar Media.
“From being the first company to condense milk and use glass milk bottles to launching Elsie’s state fair tour in the ‘30s, marketing and innovation have been foundational to Borden for 161 years,” stated Sarsam. “We are excited for Curiosity Advertising to build on this legacy as we modernize the brand and reclaim our position as a leader in the dairy industry.”