The Fido Dido x 7 Up can (2007) was part of PepsiCo’s nostalgic youth-oriented marketing that brought back the laid-back cartoon icon to reinforce 7 Up’s “cool, crisp, and refreshing” image, particularly in markets like the Philippines and other parts of Asia where Fido Dido had strong pop-culture recall from the 1990s. The can featured Fido Dido’s signature black-and-white, hand-drawn look, often shown leaning casually or smiling, perfectly matching 7 Up’s non-conformist and fun brand personality at the time. Fido Dido’s origin story dates back to 1985, when he was created by American artists Joanna Ferrone and Sue Rose as a simple doodle symbolizing relaxed confidence, individuality, and effortless cool; his popularity grew after he was licensed to 7 Up in the late 1980s, eventually becoming the brand’s global mascot. By 2007, the Fido Dido x 7 Up can served both as a refresh of the soda’s identity and a nostalgic reminder of a character whose easygoing attitude had become inseparable from the 7 Up brand.
