Got to love Elsie the Cow, the Borden's Mascot. Elsie made her debut in 1939, and after 70 years, Elsie is still going strong.
This recipe uses sweetened condensed milk. Gail Bordon patented his invention for making condensed milk in 1856 and that his company was the first manufacturer of condensed milk. Follow this link to an article from Smithsonian Magazine to learn more about this miraculous food product.
Here's a vintage Ad & Recipe for Gold Rush Brownies that are made with Borden's Eagle Brand Sweetened Condensed Milk, but the brownies are made without Eggs or Butter. I love my butter, but this is such a great ad reflecting the time period of "modern" baking short-cuts. This Advertisement appeared in Life Magazine, April 23, 1951.