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Home Advertising campaigns The Journey from a Cartoon Sketch to a Brand Mascot: Fido Dido
Advertising campaigns

The Journey from a Cartoon Sketch to a Brand Mascot: Fido Dido

SocialAdm August 14, 2020 31 Comments

In the second edition of the series Mascot, we will be introducing you to Fido Dido, who interestingly was a cartoon illustration before becoming the laidback mascot for 7UP. Fido Dido was created by Joanna Ferrone and Sue Rose when Rose doodled it on a napkin in the year 1985. All the 90s kids know him for his triangular face, two dots for eyes, and a few squiggly lines for hair and with the tagline ‘keep it cool’.

Sketching Fido Dido
Sketching Fido Dido

The Persona of Fido Dido

While drafting the personality of Fido Dido, Ferrone described him as a character who has wisdom beyond his age. He is known to be thoughtful, chill, and compassionate. His philosophy, as quoted by Ferrone is, “You are what you are and what you are is okay.”

They started selling him stenciled on the T-shirts with the description: “Fido is for Fido, Fido is against no one”.Within a year of operation, these t-shirts became a wearable VIP pass into the hottest nightclubs in New York. 

Fido Dido as a merchandise
Fido Dido as a merchandise

Fido Dido: The journey

In 1988, PepsiCo approached Ferrone and signed a contract initially for just five years to use the imagery of Fido Dido as 7UP’s mascot. However, later they continued the relationship forever. The character was used on various merchandise like t-shirts, shoes, backpack, perfumes, stationery, etc apart from being in 7UP ads. 

He was later on replaced by Cool Spot as the brand mascot for 7UP in the US. Though, he still appeared in ads outside the US. Meanwhile, Fido was used to promote Slice in the US. In the 2000s, Fido reappeared in ads for 7UP worldwide.

The replacement of Fido Dido with Cool Spot
The replacement of Fido Dido with Cool Spot

He has featured in various ad campaigns of 7 UP worldwide including Australia, India, the Philippines, and the Netherlands. His funky look, laid-back attitude, and an unconventional take on life, made him an instant hit! He was also used as a mascot for another drink, Fruko in Turkey. In 1990, he also started appearing in bumpers for Saturday morning bumpers on CBS.

Do you wish to know the History of Social Commerce?

In Uk, in the year 1992, he could be seen in his own magazine, where the first edition introduced his family titled “Meet the Fidos”. His friends include Doodles, Doody, Eff Dee, and Boy. His pets are a dog and a cat, Fido, and Gato, respectively. Fido Dido’s family includes Lido Dido, who has two children – son, Mario, and daughter, Julia P Dido. Several comic strips, video games, animated short films were also made on Fido Dido.

Meet the Fidos
Meet the Fidos

The Revival

In the year 2018, the brand revived him for a limited time with a limited edition 7 Up bottles. BBDO India conceptualized a TVC, tagline “#BacktoCool”, which shows the evolution of the character. The TVC brought back the mascot, which 90s kids loved and cherished. The brand, then moved ahead to introduce limited-edition merchandise. The market was flooded with Fido Dido headphones,  sippers, Bluetooth speakers, t-shirts & hoodies,  notebooks, and funky slap-bands inspired by the new packaging.

Source:

  • https://www.ebay.com/itm/VINTAGE-1985-FIDO-DIDO-7UP-HANG-IN-THERE-DOUBLE-SIDED-SINGLE-STITCH-T-SHIRT-L-/153581468472
  • https://www.advertisingweek360.com/how-fido-dido-became-the-face-of-7up/
  • https://admascots.fandom.com/wiki/Fido_Dido#:~:text=Fido%20Dido%20is%20a%20mascot,Fido%20is%20against%20no%20one%22
  • https://web.archive.org/web/20160208204706/http://fidodido.com/about/his-story/
  • https://admascots.fandom.com/wiki/Fido_Dido#:~:text=Fido%20Dido%20is%20a%20mascot,Fido%20is%20against%20no%20

About the Author:

Aditi Garg is an MBA student, filled with curiosity to learn and explore more of the Digital Marketing World. As a Digital Marketing Executive at Social Buzz, Aditi takes an active part in curating content, and strategizing marketing campaigns to execute them with perfection!

Brand Awareness Branding Branding Tips Digital Marketing Digital Marketing Trends Fido Dido Marketing strategy mascot Social Media Marketing
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Comments (31)

  1. Anonymous
    August 14, 2020

    This is an interesting series, and Fido Dido is a very interesting choice!

    Reply
    • SocialAdm
      September 1, 2020

      Thanks for your encouraging words! Fido Dido has been an inspiration for a long time!
      – Aditi

      Reply
  2. Marie Phillips
    August 15, 2020

    I remember Fido Dido, but had no idea the story behind him. This is cool! And I remember Cool Spot!!!

    Reply
    • SocialAdm
      September 1, 2020

      Cool spot and Fido Dido were close competitors! But I still preferred Fido Dido anyday!
      -Aditi

      Reply
  3. Rose Ann Sales
    August 15, 2020

    Cool! It’s so great to know the story behind 7up’s logo. Love it!

    Reply
    • SocialAdm
      September 1, 2020

      Among the galaxy of mascots, Fido Dido, definitely is the best! I didn’t like 7UP’s taste though!
      -Aditi

      Reply
  4. tweenselmom
    August 15, 2020

    I admit I’ve never heard of this story before, so it was definitely a nice read !! The design is cute as well, thanks for sharing this article with us!

    Reply
    • SocialAdm
      September 1, 2020

      Thanks for kind words and I found the story intriguing too! I have to admit, my designer has done a wonderful job indeed!
      -Aditi

      Reply
  5. Heidi
    August 16, 2020

    Interesting little story! Thanks for sharing!

    Reply
    • SocialAdm
      September 1, 2020

      Thanks for sharing your thoughts. Stay tuned for more!
      -Aditi

      Reply
  6. Chei
    August 16, 2020

    Oh this is a great story. Thank you for sharing.

    Reply
    • SocialAdm
      September 1, 2020

      I plan to share more such stories! Stay tuned to this space!
      – Aditi

      Reply
  7. Fabulous Perks
    August 16, 2020

    Oh wow, I had no idea this is how the logo came about. It’s a very interesting story.

    Reply
    • SocialAdm
      September 1, 2020

      Fido Dido, indeed, has an interesting journey worth tracing!
      -Aditi

      Reply
  8. Kristy Bullard
    August 16, 2020

    Such a cool story! I love studying graphic design and the history of advertising. It’s amazing how far a cool doodle can go!

    Reply
    • SocialAdm
      September 1, 2020

      Fido Dido’s transformational journey from a Cartoon Sketch to a World renowned mascot is inspirational and the creators deserve all the credit due to them!
      -Aditi

      Reply
  9. Kiwi
    August 17, 2020

    I felt like I read these comic back in the days. The comic style also reminds me of Doug the cartoon from the 90s.

    Reply
    • SocialAdm
      September 1, 2020

      Haha! that feeling is mutual.
      – Aditi

      Reply
  10. Jasmine Martin
    August 17, 2020

    That’s pretty awesome. It’s amazing how something simple as a sketch became a full own brand symbol that many people remember so many years later.

    Reply
    • Dr GG Saxena
      August 18, 2020

      Dear Ambuj Saxena, it is marvellous piece of research work. If one starts reading it, can’t flip over other post untill s/he finishes it till end. Congratulations . Such marvelous work of research, Keep it up

      Reply
      • SocialAdm
        September 1, 2020

        Thank you for your kind words sir! I shall keep up the good work under your able guidance….
        -Aditi

        Reply
    • SocialAdm
      September 1, 2020

      Very well said, Jasmine! I have seen an increase in brands’ adoption of Mascot instead of Celebrities, in recent times.
      -Aditi

      Reply
  11. World in Eyes
    August 17, 2020

    haven’t heard this story before but this story sounds so interesting and amazing one ..glad you shared this with us..BTW those T-shirt designs really looks so cool

    Reply
    • SocialAdm
      September 1, 2020

      I have a decade old T-shirt of Fido Dido and still love to wear it while hanging out with friends.
      -Aditi

      Reply
  12. Bree
    August 18, 2020

    Thats an interesting story. I really never knew about this mascot can you believe it?

    Reply
    • SocialAdm
      September 1, 2020

      Glad you liked the blog post! Stay tuned for more Mascot Advertising blog posts!
      -Aditi

      Reply
  13. Kathy Kenny Ngo
    August 18, 2020

    I LOVED Fido Dido. I had shirts with prints of him. He was just the coolest.

    Reply
    • SocialAdm
      September 1, 2020

      Fido Dido merchandise are indeed, the coolest!
      -Aditi

      Reply
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