Abstract

This short case looks back on the journey of Fido as an advertising icon. It explores the association the icon had with PepsiCo’s 7UP brand, the problems it faced that led PepsiCo to replace it with another icon, and finally what led PepsiCo to re-introduce Fido Dido in its ads in the early 2000s.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Branding
• Advertising
• and Brand association.

Keywords

PepsiCo, 7UP, Fido Dido, Advertising, Branding, advertising icon, promotion, promotional campaign, Case Study, Trademark, license, Generation Y, Merchandise, positioning, Marketing