Borden launches a protein-infused, 2% milk titled Kid Builder that's designed to encourage growth.
The supporting campaign, designed with Curiosity, expands Borden's 2019 repositioning of embracing optimism by featuring happy families enjoying their milk.
The ads end with the shortened tagline, "Glass Half Full" to serve as a philosophy to remind moms "nothing can stop them," says Jeff Warman, Chief Creative Officer, Curiosity in Cincinnati.
"We just wanted to remind consumers that starting your day on the right side can really bring that positivity to life, especially at a time in our world when we really need it," Warman says.
The media buy is timed to coincide with the back-to-school season through placements aimed at reaching moms "everywhere," including digital, social, in-store, on pack, out of home, and the brand's fleet of delivery trucks.
The campaign launches Sept. 16 and runs through Nov. 17.
Borden overhauled the 150-year-old brand's iconic cow logo in May to make itself relevant in a world full of dairy rivals and newer competitors, like soy and almond milk producers.
The campaign's centerpiece is the more modern look for brand "spokescow" Elsie. The new tagline “Glass Half-Full Since 1857" was designed to highlight the “pure joy” and optimism of Borden products.