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Fido Dido is back! 7UP launches limited-edition vintage merchandises

If you are a 90’s kid, then you will surely remember the tall, frizzy-hair character from the 7UP’s bottles. Well, after a long-term, Fido Dido, the ’90s mascot of PepsiCo’s lemon-based soft drink is back. However, there is a catch!

The once popular mascot will be available for a limited time. Yes! You read that right. The soft drink brand has revived him only for a limited period. Fido Dido will appear on special limited-edition 7UP bottles till the end of June 2018.

Apart from the cool mascot, the 7Up bottles will have six retro designs. Celebrating the spirit and soul of six different decades in history, the limited-edition packaging will start from the 1950s running through to the 2000s.

Who is Fido Dido?

The spiked hair character was created by Joanna Ferrone and her artist friend Sue Rose in 1985 in New Year and was later licensed to 7UP as brand mascot in 1987-88.

Created as a clear lime-flavoured drink, 7UP entered India in 1990 and was promoted through the international mascot in its advertising in 1992. With the “Keep it cool” tagline, Fido embodied coolness with his sneakers, loose tee and shorts look. Coupled with the laid-back attitude, he truly became a part of the 90s pop culture.

7UP has also come up with a new TVC ‘Back to Cool’ featuring Fido Dido, where a 90’s kid can relive those nostalgic moments. The TVC was conceptualized by BBDO India, that will be supported by massive outdoor and digital campaign.

Check out the TVC here:

Here’s the list of the vintage edition….

  • Slogan from the 1950s — ‘SURE IS SWELL’,
  • Slogan from the 1960s — ‘FAR OUT FLAVOR’
  • Slogan from the 1970s — ‘GET DOWN, 7UP’
  • Slogan from the 1980s — ‘CLEARLY THE UNCOLA’
  • 1990’s – Featuring the ‘King of Cool’ Fido Dido, take a break while lying in his hammock.
  • Slogan from the 2000s — ‘TIMELESS TASTE’

Commenting on the vintage packaging, Gaurav Verma, associate director, flavours marketing, PepsiCo India was quoted from the – “7Up is a brand which is inherently cool and has retained its personality through the decades. Through the limited edition 7Up vintage packaging, we have once again taken a unique and ‘cool’ approach to connect with today’s generation. In the age of throwbacks and selfies, the 7Up vintage bottles are the perfect representation of our ‘Shelf to Media’ strategy and we are confident the new, limited edition packaging will truly make 7Up stand out on retail shelves.”

The limited-edition design merchandise will include Bluetooth speakers, headphones, t-shirts, hoodies, notebooks, sippers, and funky slap-bands among others.

“These are collector’s items. Fido is the original daddy of cool! And all the other cool 7Up stuff! It’s so awesome that you’ll want to own every one of these global vintage packs. And you want others to enjoy them too. How do you do that? With the 7UP Back to Cool promo offer! Now everyone has a chance to go back in time with a bottle of 7Up! Nostalgia is cool!” Josy Paul, chairman and chief creative officer, BBDO India said in an official press statement.

To make it more interesting and more consumers, you will get a chance to win this merchandise through promo packs on select bottles in Kerala, Karnataka, Tamil Nadu, Andhra Pradesh, Telangana and West Bengal.

Also Read: These mascots are still creating a strong recall for their brands


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