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Poetic Brands adds Fido Dido to 7UP Free licence

‘King of Chill’ will star in brand’s Feels Good to be Free creative campaign.

Licensed apparel specialist Poetic Brands has extended its 7UP Free agreement to include Fido Dido.

The ‘King of Chill’ – created in the 1980s – will star in 7UP’s new Feels Good to be Free creative campaign this year.

Fido Dido is known for his quirky and fun attitude and became synonymous with 7UP in the 1990s, when he graced cans and bottles and appeared in a series of ads.

The character has appeared on 7UP packaging on and off ever since in celebration of important moments in the lemon-lime beverage’s history.

Poetic Brands will develop a host of apparel lines which feature Fido Dido’s unmistakable outline combined with classic 7UP Free imagery.

“We are very excited to be adding Fido Dido to our 7UP Free licence,” commented Elliott Matthews, md of Poetic Brands. “He is an iconic figure for a whole generation of people and is instantly recognisable to millions, so this range will really stand out at retail and we are expecting strong sales.”

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