165. Brand Icon: THE ENGLISHMAN of Fibisco Biscuits

THE ENGLISHMAN, still in use in a magazine print ad, 1983.

Filipinas Biscuit Corporation, or more commonly known as Fisbisco, was set up on 23 January 1959. The next year, Fibisco  started producing biscuit brands that would become household favorites—like  Choco-Mallows, Marie, Hi-Ro, Jolly, Butter Crunch and Ginger Snaps.

FIBISCO PRINT AD, 1961

These were collectively marketed as “English Quality Biscuits” as they were produced using English-made machinery, set up by English consultants in the Fibisco Mandaluyong factory. The initial operations was even supervised by an English plant manager.

THE ENGLISHMAN, 1960

As biscuits of fine quality were associated with the English, an “ENGLISHMAN” character was introduced to drive home that point. The white-moustachioed ENGLISHMAN, wearing a smart blue suit, bowler hat and wielding a cane, was featured in print and TV advertising, as early as 1960 .

THE ENGLISHMAN, 1961

For over 20 years, the ENGLISHMAN breezed through the screen as its memorable jingle played:

“Ho, ho, did you know?

The ENGLISHMAN bakes Fibisco Biscuits.

Ho, ho, did you know?

We've got the Englishman here!”.

The ENGLISHMAN, once a familiar figure to Filipino children, may have long been gone, but his Fibisco biscuits are still here!

THE ENGLISHMAN, 1962

SOURCE:

Originally published for spot.ph. https://www.spot.ph/newsfeatures/the-latest-news-features/70964/10-characters-philippine-advertising-a1806-20170803-lfrm2