For generations of Filipinos, snack time is Rebisco time.
The well-loved Filipino snack brand has been a go-to choice for baon, for merienda, as pasalubong or simply as a comfort food. And this year, the homegrown snack maker marks another milestone as it celebrates 55 years in the business and in the hearts and homes of Filipinos, here and abroad.
“Rebisco has grown leaps and bounds since we started 55 years ago,” Rebisco President Jonathan C. Ng said. “We’ve expanded our product portfolio and our markets, and we continue to nurture generations of our most valuable asset—our employees. More importantly, Rebisco has become an integral part of Filipinos’ snacking culture, which is why we’re excited to share this milestone with our consumers.”
Modern twist to an icon
For many Filipinos, no trip to the province is complete without the iconic multicolored Rebisco can—a simple and multifunctional pasalubong that represents the priceless joy of sharing and bonding over delicious snacks with family and friends.
As part of their 55th year celebration, Rebisco teamed up with four renowned Filipino contemporary artists to create the Rebisco Special Edition Designer Cans. The cans showcase Rebisco’s rich history and evolution through the unique perspectives of each artist. Using the can, Migs Villanueva, Aris Bagtas, Roel Obemio, and Joseph Banez recreated a shareable masterpiece that captures the culture and tradition that Rebisco has helped shape over the years.
“Long after the biscuits have been consumed, the original Rebisco can becomes a permanent part of the Pinoy household as a rice container, a flower pot or as a storage for toys and other knick knacks,” Rebisco Marketing Communications Head Lulu de la Peña said. “It has become an icon that we are truly proud of and the Special Edition Designer Cans continue that enduring tradition of supporting local artistry, serving great food, and promoting great Filipino family values.”
Artists for Rebisco
Palanca awardee visual artist Migs Villanueva noted how Rebisco has been part of her own life as a mother, a grandmother and even as an artist. “I wanted to depict the affection and the connection between family members like mother and son or siblings because that’s the nucleus of the society. Rebisco is a family thing,” she said.
For his part, Roel Obemio based his artwork on social narrative observations, inspired by his own experiences with Rebisco. He shared, “Kumakain ako ng Rebisco habang nagpipinta ako. ‘Yun ang mga ibinibigay namin sa mga kamag-anak namin sa Mindanao. Sa probinsya common na siya. Icon na kasi e. Lumaki ako sa ganun.(I eat Rebisco when I paint. And that’s also what we give to our relatives in Mindanao. It’s common in the province because it’s an icon. It’s been a part of my experience growing up.)”
Aris Bagtas, who paints Filipino folk art and culture, expressed excitement over the collaboration, which is a special collectible item. “I’m really proud kasi Filipino product ‘yun,” he added. Filipino Pop-Social Realism artist Joseph Bañez also noted the significance of the campaign. “’Yung makilala ka, madagdagan ng exposure at maging part ka ng isang icon na produkto dito sa Pilipinas, that’s the best part. (To be recognized, to gain more exposure and to be part of an iconic Filipino product, that’s the best part.)”
A Filipino tradition
Ng added that the company’s 55th anniversary is a celebration of its legacy and an opportunity to express gratitude to its loyal consumers. “It truly is heartwarming to see and hear how Rebisco has made so much impact on generations of Filipinos. That, to us, is our biggest cause for celebration this year,” he said. “We hope our consumers enjoy their very own special edition designer can and celebrate this momentous occasion with us.”
The Rebisco Special Edition Designer Cans are now available at all leading supermarkets nationwide for a SRP of P175 per can. There are four sets of designs, and each can contains assorted premium biscuits, crackers, cookies and wafers.
