PEPSICO International (Australia) has brought back its retro cartoon character hero Fido Dido to relaunch its 7UP brand here.
A new reformulated version of the youth-targeted soft drink began rolling out in stores at the end of last month featuring new pack graphics and supported with a major promotional campaign based around Fido Dido merchandise.
Pepsi has also introduced the new positioning—“Think clear”—for the brand.
The Fido Dido character was created in 1987 and was used in the marketing of 7UP until the early 1990’s.
Pepsi marketing director Tony Thomas said the revival of Fido Dido was expected to appeal across generations.
“Parents will likely have an affiliation with Fido Dido, who we can now introduce to a new generation of young consumers,” Thomas said.
