{"id":20413,"date":"2018-04-30T20:37:00","date_gmt":"2018-05-01T00:37:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20413"},"modified":"2026-09-24T20:39:37","modified_gmt":"2026-09-25T00:39:37","slug":"from-sketch-cartoon-to-brand-mascot-how-fido-dido-became-the-face-of-7up","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/from-sketch-cartoon-to-brand-mascot-how-fido-dido-became-the-face-of-7up\/20413\/","title":{"rendered":"From Sketch Cartoon to Brand Mascot: How Fido Dido Became the Face of 7UP"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/youtu.be\/ihZur_G4_lE\">This summer, 7UP enthusiasts in India will be heading \u201cBack to Cool\u201d with the soft drink\u2019s new campaign made specifically with nostalgia in mind.<\/a><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"7UP #BackToCool\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/ihZur_G4_lE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ad agency <a href=\"http:\/\/www.coupcreative.co\/\">Coup Creative<\/a> will be heading the ultimate throwback by bringing back six old school designs and featuring them on 7UP packaging, including \u201890s fan favorite Fido Dido.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/04\/7up_fido_dido_napkin.jpg\" alt=\"\" class=\"wp-image-7661\" style=\"aspect-ratio:1.3219616204690832;width:620px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Before the laidback icon was a mascot for 7UP, he was a cartoon illustration. Created by Joanna Ferrone and Sue Rose, <a href=\"https:\/\/fidodido.com\/\">Fido Dido<\/a> was doodled by Rose on a cocktail napkin in 1985. Then and now, he had a triangular face, two dots for eyes, and a few squiggly lines for hair.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ferrone, who thought up the character\u2019s name on her way to work the next day, decided that Fido Dido was meant to have wisdom beyond his years. In an era of cultural shifts, Fido Dido was ageless, thoughtful, chill, and compassionate towards one and all. The Fido Dido philosophy, as Ferrone put it in a later <a href=\"https:\/\/www.thehindubusinessline.com\/todays-paper\/tp-brandline\/A-suitable-boy\/article20185240.ece\">interview<\/a>, is that \u201cYou are what you are and what you are is okay.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"7up  Commercial Fido Dido 1991\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/e3CtTCSGcSY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">His look caught the attention of Patricia Field, a costume designer and stylist who famously dressed the four leading ladies in the TV series \u201cSex and the City.\u201d Once Field started printing images of the illustration on her t-shirts, <a href=\"https:\/\/www.thehindubusinessline.com\/todays-paper\/tp-brandline\/A-suitable-boy\/article20185240.ece\">Fido Dido fever<\/a> took off.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/04\/7up_fido_dido_think_clear.jpg\" alt=\"\" class=\"wp-image-7662\" style=\"aspect-ratio:1.3080168776371308;width:620px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">PepsiCo (now the Dr. Pepper Snapple Group) approached Ferrone in 1988 about using the image of Fido Dido as 7UP\u2019s mascot. The signed contract was initially just for five years, but due to the respect that the brand showed for the character, Ferrone continued the relationship together.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-provider-youtube wp-block-embed-youtube\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/youtu.be\/2K5XioyChbk\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Since then, Fido Dido has been featured in 7UP ad campaigns throughout the world including commercials airing in Australia, the Philippines, the Netherlands, and India. Despite his global fame, Fido Dido remains unfazed by celebrity. He still dresses in his t-shirt, long shorts, and sneakers, and remains just as cool and relaxed now as he was back in the \u201880s and \u201890s.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor This summer, 7UP enthusiasts in India will be heading \u201cBack to Cool\u201d with the soft drink\u2019s new campaign made specifically with nostalgia in mind. Ad agency Coup [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20411,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>From Sketch Cartoon to Brand Mascot: How Fido Dido Became the Face of 7UP | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/from-sketch-cartoon-to-brand-mascot-how-fido-dido-became-the-face-of-7up\/20413\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From Sketch Cartoon to Brand Mascot: How Fido Dido Became the Face of 7UP\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor This summer, 7UP enthusiasts in India will be heading \u201cBack to Cool\u201d with the soft drink\u2019s new campaign made specifically with nostalgia in mind. 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