Elsie the Cow became Borden's very popular "Spokescow" in the late 1930's. She was a big hit at the 1939 New York World's Fair, and soon afterwards the character of Elmer the Bull was created as Elsie's husband. In the late 1940's, Borden's new Chemical Division asked to use Elsie for its new white glue product.

The thought of Elsie representing a non-food product didn't seem appropriate, so as a compromise, Elmer was loaned to Chemical as their very own "spokesbull".

To this day, Elmer the Bull still represents the most recognized adhesive company.