Wednesday, August 10, 2016

Vintage Biancaneve Toothpaste from Italy

Snow White toothpaste (pasta dentifricia) from Italy. Biancaneve is pictured on the packaging holding the toothpaste containers while Doc and Sneezy have brushes in their hands. The side panels read:

Medica! (medical)
Disinfetta! (disinfects)
Imbianca! (whitening)

Imbianca senza intaccare lo smalto
(Whitening without damaging the enamel)

A sell sheet for the toothpaste promotion. Measures 22,5 x 28 cm.

In lower right corner, it reads, "Concessione Della S. A. Creazioni Walt Disney," which basically means by permission granted by Walt Disney Creations. The "S.A." stands for Società Anonima, a legal name for public limited companies. This business status ceased being used with the introduction of the Italian new civil code in 1942. The tootpaste probably dates circa 1938-39. The fine print in the lower left credits the printer, Detomatis of Torino.

Special thanks to Nunziante Valoroso for his assistance with this post.

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