For ex-ad man Stanley Back, Bassett's Liquorice Allsorts led to the sweet taste of success.

More than 50 years ago Stanley, now 94, created one of the tastiest characters in advertising history - Bertie Bassett.

The character, made from the famous liquorice sweets, became one of the most enduring successes in the industry and a favourite with children.

Mr Back, of Preston Park Avenue, Brighton, said: "I was messing about with the sweets on the table during a meeting with Bassett's about marketing.

"Somehow I managed to form a figure and it developed from there."

The sweet company liked the logo and Bertie Bassett was born in 1948.

As the years have passed, the character, who still appears on boxes of liquorice allsorts, has not aged.

But he has followed trends. In a series of national advertising campaigns called Bertie Bassett's Diary, he became more adventurous.

He said: "We just had to have him off skiing and going on holiday. He always got on with the ladies."

Last year, Bertie had a modern-day makeover as a club dancer in a computer screensaver, set to a soundtrack by a DJ.

Mr Back said: "He has become so successful I don't think they will ever drop him. Bertie is Bassett's corporate image."

Mr Back went on to create the Abbey National's logo of a couple under an umbrella, which is still used today.

He has long since retired from the London advertising agency where he started at 14 as a messenger boy and left at 60 as creative director.

But Mr Back still keeps his hand in by selling liquorice allsorts to fellow residents at St Mary's House.

He said: "I used to be partial to them myself but can't really have them now because I have diabetes. I have the odd one and they still taste nice."