Tell us Ricardo Darín while recalling that in the hectic 20s, Terrabusi launched a product better than bread: cookies Express. “Legend has it that one rainy afternoon, Don Ambrosio Terrabusi, one of the three Italian brothers who came to make America, sees a girl coming out of a warehouse with a multicolored umbrella and a box of cookies Variety under the arm. The image inspires your company logo and a remembered phrase: Not even the rain stops the buyers of Terrabusi cookies.
The day one understood that the famous Terrabusi logo was not a cone with ice cream but a lady with an umbrella, more than one childhood ended. There are even older people, in their seventies, who there never saw a girl from behind with a short dress moving the quetejedibut a nuclear mushroom or letter T huge and misshapen.
You show the image to L-Ghent, the rapper named by Cristina: “Rihanna in the rain?”
The inspiration of Don Ambrosio
Legend has it that one of the Terrabusi brothers saw the girl with a multicolored umbrella. Of the miniskirt, nothing.
So Don Ambrosio Terrabusi saw a girl leave the warehouse with a box of cookies under her arm and was inspired. We have not realized for a long century that a good part of society may well be outraged by him. objectifying portrait Of the brand.
It is too late to complain: no, sir, it is not a Greek helmet but a curvy girl of “hegemonic beauty”. That is what caught the attention of one of the three rogue Terrabusi brothers, creators of an essential factory founded far and long ago, in 1911.
Sorry, a girl with an umbrella or one of those vintage umbrellas? Hmm… The meteorological factor puzzles the versions.
Darín insists with his theory from a series of documentaries by the Bicentennial: “Don Ambrosio saw a girl come out of a warehouse with a multicolored umbrella and a box of Variety cookies.”
For marketing experts
However, the snooping consequence turned out to be object of study for the marketing of the future: that casual and persistent observation had nothing to do with what the products that the Terrabusi brothers sold represented.
Dated between ambiguous and diffuse, the most heterodox logo that exists is estimated to date from late 1920s.
The girl with the umbrella, always present in the Terrabusi logos.
Weird about the umbrella, Ricardo. Does it look like a multicolored umbrella to you in those years? Rather, it sounds like an advertising excuse with the intention of distracting the true pagan enjoyment of our cookie scientists.
But what did they see? A revealing and mysterious email comes to us: “I would like to interest you in a possible story, which may be worth investigating. I contend that Mary Quant did not invent the miniskirt, but it was the cartoonist who designed the symbol of the Terrabusi cookie girl (the one that said “why does the rain matter!”) “.
“Some tell me that she is a girl, but I have carried the large tin of cookies that she carries under her arm, quite heavy, and she also has a large umbrella, which suggests that the girl must be a young woman of at least 18 or 19 years old, not a little girl at all. On some occasion I tried to find out something about that cartoonist, but since I am not in the Metier, I was unsuccessful. I leave the restlessness to him. I greet you very sincerely. Miguel Angel Belluscio: DNI 4342348 “.
We began to inquire. Curiously, on the internet and the networks the subject is also discussed: “Provocative hip”. “Wobbly ass.” “Wasp waistband.” “Legs carved by hand”.
In this world where wearing a miniskirt can be a form of protest, the piece of cloth had its disturbing speech in the figure of Tina Turner. But there was a pioneer whose name, age or address was never known.
And there was also a anonymous cartoonist that, like those ditto poets, he knew how to leave his indelible mark on the pedestal of Argentine symbols and myths.
The Terrabusi logo was interpreted in many ways. But there is a girl in a miniskirt there.
The current one is not the original logo but a later one, where an evolution of the image towards the concept of Photoshop. The real one showed the non-geometrized girl, which can be seen in the old 10-kilo cookie tins that are sold (very expensive) in San Telmo.
Did Terrabusi “objectify” before turning someone into an object was a crime? Did the endearing image seek to be a early claim to empowerment? Was it just a leg fetish? Is the miniskirt like a kind of urban bikini?
“It is a capitalist invention”, urges candidate Javier Milei.
The iconic image wobbles since the 1920s
Symbol of female liberation
For now, it can be discussed at length about the supposed invention attributed to the British fashion designer Mary Quant, whose name gained international fame in the 1960s, full Swinging london, with the creation? of a tiny garment.
The cut-out above the knees of a Mennonite skirt sparked a social outburst in the shape of a women’s liberation: “I designed it with me and my friends in mind. I never believed that I would be so successful, although my greatest success was being useful to the time and generation to which I belonged ”.
Nothing Mary Quant said about the possible influence of the stamped logo in some cookies that he tried made in Argentina. From its biscuit and related factory, Ambrosio, Julio and Felipe Terrabusi also did not say nor mu.
The three Italian immigrants, at that time, were busy with the fascinating bounce kiosk of the more than representative Tita and Rhodesia. Both would generate unthinkable rivalries, preferences, passions. An unbeatable duo. As Ricardo Darín says: “The containers and their colors would decorate all our recesses”.
In the Great Book of Marks It is read that the now defunct “Terrabusi Model Establishment” changed owners, saw reduced its packaging and falsified its flavors.
While the Lincoln Today they are almost inedible, they will go down in history for Best Cookie Jingle: Starting with Lincoln sweets, everything is sweeter Lincoln … Say yes to Lincoln, say yes to Terrabusiiiii …
One of Lincoln’s commercials featured the Topo Gigio.
What would Don Ambrosio Terrabusi think seeing what his beloved model factory and his girl with an umbrella became? Big book. Who knows, it’s a serious topic to ponder over smoking a chocolate cuban.
But revisionism will say that the cornerstone of provocation -In reference to the miniskirt- it happened in Mario Bravo street, Buenos Aires neighborhood of Almagro. And that the Terrabusi brothers – as a screen for their nudist revolution – set up a simple company with 25 employees in which they made 5,000 kilos of cookies and cakes in an artisanal way every month.