The Bisto Kids ­ First introduced in 1919 and created by the famous cartoonist Wilf Owen, the kids' cast-off, cut down clothes were a depiction of post war depression. Their mischievous antics in press ads made them cult figures, although they were phased out in the 1950s only to be recalled in updated form in 1976 due to popular demand. Despite being retired from advertising in 1989, they were only laid to rest in the minds of the public last November when Bisto announced that actress Liz Smith, of Royle Family TV fame, would front new ads. The Hovis Boy ­ Who could forget that sepia-tinted image of the little boy pushing his bike up a northern cobbled street to the nostalgic air of Dvorak's New World Symphony? Apparently, no-one. For Hovis insists the 1970s ad, directed by Oscar-winning director Ridley Scott, had its last airing 15 years ago. In real terms, though, the end of Hovis' nostalgic tack ended last summer when it announced that a South Park-style animated character, Harry Hovis ­ uttering words like "pooh", "fart" and "pants" ­ would be the brand's new face. Robertson's Golly ­ Perhaps the ultimate brand icon, but proving that nothing can last forever. Company heir John Roberston got the inspiration for the lovable figure during a business trip to the US when he noticed American children playing with little rag dolls made from their mothers' discarded clothes. Debuting on marmalade and jam jars in 1910, the Golly Collectors Scheme launched in 1928 and enjoyed incredible success among adults and children alike. A target for PC lobbyists in later years, who branded the use of the icon as "racist", he was retired last August to be replaced by characters from Roald Dahl's collection of children's books. The Milky Bar Kid ­ In human form, at least, the Milky Bar Kid finally hung up his hat and holster just over three years ago. The freshest-faced of our icons to suffer the indignity of early retirement, the character was played by a series of blonde and blue-eyed young boys who you just knew were the apple of their mothers' eye. Lasting almost 30 years the character, who was first played by Terry Brooks in 1961, was replaced in 1998 by a cartoon version which Nestlé believed would be more relevant to kids. Tetley's Tea Folk ­ This motley crew of cloth-capped workers are the latest to be axed and first graced our TV screens 28 years ago. A regular fixture on Tetley packs ever since, they have been dropped for a fresh, icon-less advertising approach which Tetley hopes will reinvigorate the flagging tea sector by concentrating on the drink's health benefits. {{FEATURES }}

Topics