Fido Dido

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Fido Dido
First appearance1985
Created byJoanna Ferrone
Sue Rose
In-universe information
7-Up mural featuring Fido Dido in Pune, Maharashtra, India.

Fido Dido /ˈfd ˈdd/ or /ˈfd ˈdd/ is a cartoon character created by Joanna Ferrone and Sue Rose.[1][2]


Rose first doodled the character in 1985[3] on a napkin in a restaurant.[4] Ferrone came up with the character’s name on her way to work the next day.[5] The two later stenciled Fido on T-shirts.[6] These T-shirts became very popular in New York.[7]

Soft-drink Mascot[edit]

Fido Dido was licensed to PepsiCo in 1988[8] but the character did not receive much attention or popularity until the early 1990s, when he appeared on numerous products, particularly stationery and 7-Up ads. Later, he was replaced with Cool Spot as the 7-Up brand mascot. Since PepsiCo does not have the rights to 7-Up in the United States (where it is a product of the Dr Pepper Snapple Group), Fido Dido was instead used to promote Slice. Fido Dido reappeared in the 2000s on cans and advertising for 7-Up worldwide.[9]

In 2018, Fido Dido has reappeared in the Vintage Series cans.[10][11]

Fido Dido is also used on PepsiCo's Turkish soft drink Fruko.[12]


Fido Dido also appeared in Saturday morning bumpers for CBS.[13] His bumpers on CBS started in 1990 and lasted until 1993.

Fido Dido: Life in the Third Lane was published in paperback in 1989.

A large mural of Fido Dido was painted on the side of a building in the city of Guayaquil, Ecuador in the early 1990s and was nearly erased by the passing of time, creating a sense of nostalgia in the population. After a news article was published by El Universo in March 2019, the mural was repainted in full splendor.[14]

In 1992, Fido Dido appeared in his own magazine in the United Kingdom. The first edition introduced his family, and was titled "Meet the Fidos". It was published by Ravette Publishing.[citation needed]

In 1993, a video game called Fido Dido was made by Kaneko for the Super NES and Sega Genesis.[15][16] However, it was never released, because the publisher Kaneko's United States branch shut down in the summer of 1994.[citation needed] There was a Neopets sponsor game starring Fido Dido.[citation needed]

In the early 1990s, Fido Dido had a comic strip in the teenage magazine YM.[citation needed]

Fido Dido appears in the animated short Logorama, as a bystander.[citation needed]


  1. ^ "Fido Dido has universal appeal". Daily News and Analysis. Digital Corporation Ltd. 27 September 1992. Retrieved 24 December 2011.
  2. ^ Freitag, Michael (3 September 1989). "STYLEMAKERS; Susan Rose and Joanna Ferrone - Entrepreneurs". The New York Times. The New York Times Company. p. 1050. Retrieved 23 December 2011.
  3. ^ Ryan, Rosemary (4 December 2003). "Fido Dido returns as face of 7UP". B&T. Reed Business Information. Archived from the original on 15 August 2011. Retrieved 24 December 2011.
  4. ^ "A suitable boy". The Hindu. The Hindu Business Line. 8 February 2007. Archived from the original on 21 December 2013. Retrieved 24 December 2011.
  5. ^ Borah, Prabalika M. (2019-04-16). "Remember cartoon character Fido Dido? He's back!". The Hindu. ISSN 0971-751X. Retrieved 2019-04-17.
  6. ^ Patteson, Jean (19 October 1987). "Central Florida Riding A Wave Of Fido Frenzy". Orlando Sentinel. Retrieved 23 December 2011.
  7. ^ "His story". Archived from the original on 8 February 2016. Retrieved 25 January 2019.
  8. ^ Researcher, Heather TaylorIcon; Week, Blogger at Advertising. "From Sketch Cartoon to Brand Mascot: How Fido Dido Became the Face of 7UP – Advertising Week 360 • AW360". Retrieved 2020-06-12.
  9. ^ "Fido Dido back as 7UP icon". The Hindu Business Line. Retrieved 2019-04-17.
  10. ^ "7 Up goes vintage to appeal to the millennials". The Drum. Retrieved 2019-04-17.
  11. ^ Challapalli, Sravanthi. "Borrowing from the good old days". The Hindu BusinessLine. Retrieved 2019-04-17.
  12. ^ "Fruko Fido Dido: A New Kid in Town". OMD Turkey. Archived from the original on 2007-07-04.
  13. ^ Solomon, Charles (27 September 1992). "FIDO DIDO 101 or Living Life in the Third Lane by Susan Rose and Joanna Ferrone". The Los Angeles Times. Archived from the original on 5 March 2018. Retrieved 23 December 2011.
  14. ^ "Mural de Fido Dido volvió a Guayaquil". El Universo (in Spanish). 2019-05-09. Retrieved 2019-05-10.
  15. ^ "Reviews - Mega Drive: Fido Dido". Sega Power. No. 56. Future Publishing. July 1994. p. 62.
  16. ^ Balakrishnan, Ravi (7 February 2007). "Drawn together". The Economic Times. Bennett, Coleman & Co. Ltd. Archived from the original on 2 February 2014. Retrieved 23 December 2011.

External links[edit]