7UP brings back Fido Dido

PepsiCo brand 7UP recently brought back its wriggly-haired cartoon character Fido Dido in a new campaign in Bangladesh encouraging customers to "Think Fresh".

Fido Dido was licensed to PepsiCo in 1987 and gain popularity as the 7UP brand mascot. "Think Fresh" attempts to invoke nostalgia among fans who long associate the brand and its positive outlook towards life, says a statement.

"There is a very strong sense of nostalgia associated with Fido Dido. In fact, he is considered as the original Cool Dude," said Nobel Dhingra, marketing director of PepsiCo.

A new TVC has also been launched portraying how all that one needs to do is to take a moment to "Think Fresh" and stay cool while reconnecting with people and things that really matter, says the statement.

The reappearance is "not only for fun" and reiterates that "even the most complicated situations in life can be easily dealt with if one adds freshness and optimism into the mix", said Khurshid Irfan Chowdhury, managing director and CEO of Transcom Beverages.

"7UP won the best brand of the year for the 10th year in a row by Bangladesh Brand Forum," he added.