Fido Dido

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

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] and featured the character's official mantra: "Fido is for Fido. Fido is against no one. Fido is youth. Fido has no age. Fido sees everything. Fido judges nothing. Fido is innocent. Fido is powerful. Fido comes from the past. Fido is the future."[8]

Soft-drink mascot[edit]

Fido Dido was licensed to PepsiCo in 1988[9] 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 and boxer shorts. 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.[10]

In 2018, Fido Dido has reappeared in the Vintage Series cans.[11][12]

Fido Dido is also used on PepsiCo's Turkish soft drink Fruko.[13]


Fido Dido also appeared in Saturday morning bumpers for CBS.[14] 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.[15]

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 and Bits Studios[16] for the Super NES and Sega Genesis.[17][18] However, it was never released, because the publisher Kaneko's United States branch shut down in the summer of 1994.[16] 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 2009 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. 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. Archived from the original on 21 December 2013. Retrieved 23 December 2011.
  7. ^ "His story". Archived from the original on 8 February 2016. Retrieved 25 January 2019.
  8. ^ "A suitable boy". 7 February 2007. Retrieved 28 January 2022.
  9. ^ Heather Taylor (30 April 2018). "From Sketch Cartoon to Brand Mascot: How Fido Dido Became the Face of 7UP". Advertising Week 360. Retrieved 2020-06-12.
  10. ^ "Fido Dido back as 7UP icon". The Hindu Business Line. Retrieved 2019-04-17.
  11. ^ "7 Up goes vintage to appeal to the millennials". The Drum. Retrieved 2019-04-17.
  12. ^ Challapalli, Sravanthi (31 May 2018). "Borrowing from the good old days". The Hindu BusinessLine. Retrieved 2019-04-17.
  13. ^ "Fruko Fido Dido: A New Kid in Town". OMD Turkey. Archived from the original on 2007-07-04.
  14. ^ 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.
  15. ^ "Mural de Fido Dido volvió a Guayaquil". El Universo (in Spanish). 2019-05-09. Retrieved 2019-05-10.
  16. ^ a b Major, Daniel (June 2022). "FIDO DIDO: The Forgotten mascot of the late-Eighties and Nineties who appeared on 7-Up bottles nearly had his own game. Nearly..." Retro Gamer (233): 68–69. Retrieved 21 May 2022.
  17. ^ "Reviews - Mega Drive: Fido Dido". Sega Power. No. 56. Future Publishing. July 1994. p. 62.
  18. ^ 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]