What Was Good Then Is Even Better Now

In 2003, when Pepsi was looking at 7UP’s sales history it became completely clear that the most effective campaign they’d ever run was the Fido campaign of the late eighties and early nineties. Could it work again? After some initial testing in key territories it was evident that the partnership was as strong as ever. And after Joanna Ferrone worked with Pepsi to develop a new 3D look for Fido, the campaign really took off. Extensive market exposure in stores, on the street and in a series of extremely cool TV commercials has made Fido a member of the family, wherever he goes, in every continent and culture on the globe. And that’s one of the most remarkable things about Fido. Whether he shows up in a traffic jam in Saudi Arabia, at a festival in India, a disco in Chile, or on a beach in Mexico, he fits right in. Everyone sees Fido as a friend … and not just any friend. Fido is always the really cool friend we all wish we could be more like.

North America

Exciting news! Fido has just been signed by New York agency The Joester Loria Group. With some hot licensees already on board, the re-launch of Fido stateside is certain to create some buzz. US T-Shirt company Freeze will be supplying store shelves by summer! Those of us who held on to our original Fido Ts through the intervening years are definitely celebrating. Not that we’ll EVER give up that classic look – holes and all.

Brazil

Brazil. That’s all there to say. South American Fido licensee Cativa Textil designs a line of urban street-cool Ts that the girls (and boys) from Ipanema have made one of Brazil’s most popular urban street brand for the last ten years. And for the total Fido fashion experience, Cativa’s subsidiary company, Nowar, complements the line with Fido jeans, skirts, jackets and shorts.

Asia

Fido is everywhere in Asia. Even before the 7UP campaign, FD had a big following thanks to Fido gear of every kind imaginable. Fido T-shirts for sure but you can also find Fido watches, ultra-cool eyeglass frames, steering wheel and gear shift covers for your car, raincoats, boots, sheets, jammies and caps. Put 7UP in the mix and its something approaching Fido mania. In China they drink eleven million cans of 7UP a day with FD’s face on every can.

India

These days, when you’re talking about animation, the subcontinent is where it’s all happening. That’s where the upcoming Fido Xtreme Shorts is being produced by Graphiti Multimedia in Mumbai. The one minute music driven action shorts will feature a 3D Fido defying the laws of physics and welcoming the support of the universe in totally unexpected ways. You can also see Fido dancing with Bollywood superstar Yana Gupta in one of the coolest Fido 7UP commercials anywhere.