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7UP, Poetic Brands Brew Fido Dido Deal

Poetic Brands has extended its 7UP Free agreements to include the ‘90s brand illustration, Fido Dido.

The Poetic Brands deal will see Fido Dido imagery appear on shirts and other apparel. 7UP’s frizzy-haired character was a popular brand icon for the soda company in the ‘90s. Created by Joanna Ferrone and Sue Rose, the animated character was and is licensed to PepsiCo, eventually becoming 7UP’s on-and-off again mascot.

The character will be reintroduced in the 7UP Feels Good to be Free ad campaign later this year.

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

The extended partnership marks another beverage company deal for Poetic Brands, which developed apparel around the Wychwood beer brands last year.

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