Can one of the greatest brand icons in marketing history rekindle relevance among millennial consumers?
We started by digging back into the magic of the brand. There is one thing Elsie the Cow has always stood for— pure, simple joy. It’s also what millennial moms want more of in their lives, especially in a world where joy and optimism is hard to find. And we wanted to share that with moms though videos, social, wherever she is and whenever she needs to lighten up her day. That’s what Elsie would do to create a real connection with today’s moms.
The new positioning, Glass Half Full, leverages the customer journey to connect with modern day moms throughout their day. Glass Half Full is not just a tagline, it’s a philosophy, a spirit, and a daily reminder for millennial moms that nothing can stop them.