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BORDEN CELEBRATES ELSIE THE COW'S 70TH BIRTHDAY

America's Favorite Cow honored by Selena Gomez, Reading Is Fundamental and New Elsie Children's Book

DALLAS (September 14, 2009)—Happy 70th birthday, Elsie! Borden Milk is pulling out all the stops to honor America's favorite "spokescow" this fall with a celebrity celebration, including free music downloads and a new children's book honoring America's iconic bovine. Selena Gomez, star of Disney's Wizards of Waverly Place, will make a guest appearance at Elsie's private birthday party at the State Fair of Texas to lead the singing of "Happy Birthday" and offer a toast to the famous cow with the smiley brown eyes.

"I grew up with Borden and have always been one of Elsie's number-one fans," said Gomez. "I am excited to help her celebrate her birthday and remind kids that Borden milk is a cool, fun drink that helps keep you fueled and ready for whatever you're up to in your life."

Leading up to the birthday bash, Borden Milk will offer free music downloads from Selena Gomez & The Scene's debut album Kiss & Tell. To further commemorate the occasion, Borden is publishing a limited edition children's book about Elsie as part of their commitment to early childhood literacy. A champion of healthy reading habits, Borden is a proud supporter of Reading Is Fundamental (RIF), the nation's oldest and largest children and families' literacy nonprofit organization.

"Borden is excited to celebrate Elsie's 70th birthday in the spotlight and we're honored to have Selena Gomez and RIF help make it a true birthday bash," said Rick Beaman, President of Borden. "We want to take this special opportunity to honor Elsie and thank everyone for having her be a part of their families for so many years."

The Life and Times of Elsie the Cow

First introduced in person at the 1939 World's Fair in New York, Elsie remains one of the most enduring and famous product icons — in fact Advertising Age confirmed her popularity by declaring her one of the top 10 icons of all time. Since her first live appearance at the World's Fair, Elsie has logged hundreds of thousands of miles in her travels across America as "spokescow" for Borden milk, visiting hundreds of communities and reaching millions of milk lovers.

Over the past decades, Elsie rose from barnyard obscurity to stardom as the wholesome, motherly fictional cow that spread the word: "If it's Borden, It's Got to Be Good." Elsie has been featured in Borden advertisements promoting the importance of freshness and quality dairy products. Even today, her image symbolizes freshness and great tasting milk to moms throughout the country.

Elsie's Birthday Bash

To celebrate Elsie's 70th birthday on October 10th, Borden is hosting a barnyard bash at The State Fair of Texas in Marine Plaza. The lucky attendees of Elsie's private birthday celebration will have won the exclusive invitation from special Radio Disney events throughout Texas and Louisiana taking place this month. Gomez will join the party to lead the singing of "Happy Birthday" to her friend Elsie, eat cake and ice cream with fans, and even try Borden's birthday cake-flavored milk, which was created just for Elsie to mark the occasion. Elsie herself will be presented her own special birthday cake too.

Party attendees will also be the first to receive a copy of Say Good Night, Beauregard and listen as Gomez reads the forward she wrote to the book. Through the publication of this limited edition book and their partnership with RIF, Borden is proud to promote children's literacy by supporting local RIF programs in schools throughout Texas and Louisiana. Each year, RIF provides books to 545,000 and 45,000 children respectively in these states. RIF distributes 16 million free books annually to 4.5 million children nationwide.

"Thanks to our partnership with RIF, Borden has donated high-quality book collections, each with 100 books on health and wellness, to 30 RIF programs," adds Beaman.

Free Selena Gomez & The Scene Songs

In honor of Elsie's birthday and the launch of Selena Gomez & The Scene's debut album Kiss & Tell, Borden is offering free downloads from the new album with the purchase of Borden Milk. Beginning September 14 through October 18, consumers who purchase a specially marked gallon of Borden milk will receive a code on the cap that grants a free pre-release download of Gomez's new single "Kiss & Tell," which is not officially released to the public until September 29. Two other songs from the album, hit single "Falling Down'" and "Crush" will be available through this promotion in the following weeks. Also in partnership with Radio Disney, at local events throughout Texas and Louisiana during the month of September, fans can enter for a chance to win a VIP trip to Elsie's birthday bash at The State Fair of Texas, including a guest appearance and meet and greet with Selena Gomez. For official rules and details for the sweepstakes, visit radiodisney.com.

For more information about Borden, Elsie, or the promotion, visit bordenonline.com.

About Borden
Borden is a local dairy, providing families local, fresh and delicious milk for more than 150 years. Borden's complete product line includes the Plus Line of milks, including Lite Line, Hi-Protein Plus, and Kid Builder, in addition to regular whole, 2%, 1%, and fat-free milk in both white and an array of flavors. Borden also offers a Borden Organic line, featuring the ergonomic 96 oz. Perfect-Pour bottle. Along with the extensive milk line, Borden also provides high-quality dairy products including cottage cheese, sour cream, dips and yogurt products.

About RIF
Reading Is Fundamental, Inc. (RIF), founded in 1966, motivates children to read by working with them, their parents, and community members to make reading a fun and beneficial part of everyday life. RIF's highest priority is reaching underserved children from birth to age 8. Through community volunteers in every state and U.S. territory, RIF provides 4.5 million children with 16 million new, free books and literacy resources each year. For more information, and to access reading resources, visit RIF's website at www.RIF.org.

As part of the ongoing partnership with RIF, this year Borden donated high-quality book collections to 30 local RIF programs across Texas and Louisiana. Each collection included 100 books about health and wellness and featured both English and Spanish titles. Borden also hosted special read-a-long events with Elsie-the-Cow, and provided healthy eating tips from local registered dieticians to help kids start smart for a lifetime of learning. Borden and RIF encourage children to make reading a part of everyday life at an early age as a way to get a head start on building a strong foundation for their futures.

 
Press Contact:
Alexis Black, Current
(312)929-0504 

Press Contact:
Layla Wright, RIF
(202)536-3528

BORDEN CELEBRATES ELSIE THE COW'S 70TH BIRTHDAY