A shudder ran through Elsie, the Borden cow, when the Houston Livestock Show and Rodeo Parade spilled off Texas Avenue and onto Main Street on Saturday.

When Borden was still a name for dairy, though, Elsie was the face of the company. A real, live cow would appear at parades and other events.

Elsie even starred in the 1940 RKO movie “Little Men.” Borden had a custom 18-wheeler “Cowdillac” made for its star and sent her on a series of promotional cross-country tours.

At 73, Elsie the Cow is still smiling and strong as ever. Borden Dairy Co.'s iconic mascot is making a marketing comeback under the leadership of CEO Steve McCormick. Elsie's resurgence is part of ...

Borden's advertising star Elsie the cow and Beauregard are loaded onto the Borden trailer for travel in 1981.

Elsie the Cow, the Borden Dairy Co. of Connecticut’s symbol for “the perfect dairy product” and one of the nation’s most beloved bovines, came from the Walker-Gordon Dairy Farm in Plainsboro.

CLEVELAND — Heads up, shoppers! Elsie the Cow is back in the Buckeye State! Borden dairy announced its return to Ohio this week after leaving the area 24 years ago.