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This document discusses the history of 7up advertisements from the 1940s-present and the use of its mascot Fido Dido. It notes that 7up positioned itself in the 1940s-50s as part of a conformist lifestyle. Fido Dido was created in 1985 and licensed to PepsiCo in 1988 but did not gain popularity until the 1990s. When launched in India in 1992, Fido Dido failed to connect with Indian audiences as a foreign character without control over its adaptation. 7up struggled in India with an inconsistent marketing strategy and positioning confusion.
7 up
- 1. 7 up From Fido Dido to the Present History & Analysis of Advertisements of the Soft Drink
- 3. History •Throughout the 120 years of soft drink manufacturing and marketing, three brands have traditionally led the pack: Coca Cola , Pepsi Cola , and 7up . •Although 7up got left behind in the so-called "cola wars" of the 1960s and 1970s, the lemon-lime alternative was a consistent third-place finisher for most of the 20th century.
- 4. You Like It…It Likes You • Reflecting the conformity of the 1940s-50s, 7up advertisements from this era positioned the beverage as an important part of a conformist lifestyle. • During the "You Like It... It Likes You" years7up prescribed a very specific lifestyle to American consumers in their print advertisements. The message? By drinking 7up, you will be able to conform to the lifestyle that you see in the advertisements. If you follow this lifestyle, you will be liked.
- 5. You Like It…It Likes You There are two primary components to 7up's prescribed lifestyle: • Happiness. Happiness is encouraged throughout the 7up advertising corpus from the 1940s and 1950s, often through suggestions to "Keep Smiling." The suggestions become forceful at times, as the advertisements suggest rejection, fatigue and misery if the lifestyle is not adopted via a bottle of 7up.
- 6. You Like It…It Likes You • Traditional Family and Gender Roles. Implicitly (through graphical depictions) and explicitly (through admonitions in the copy), 7up advertisements from this era advocate close adherence to traditional family roles. This generally means docile servitude for women, physical work and leadership for men, and light-hearted play for children.
- 7. Fido Dido: The Start • Fido Dido was created by Joanna Ferrone and Sue Rose. Rose first developed the character in 1985 on a napkin in a restaurant. • They later stencilled Fido on T-shirts with the credo: "Fido is for Fido, Fido is against no one". • Fido Dido was licensed to PepsiCo in around 1988, but the character did not receive much attention or popularity until the early 1990s on numerous products, particularly stationery. Later, he was replaced with Cool Spot as the brand mascot.
- 8. Fido Dido: The Start • Fido Dido reappeared in the 2000s and is still, as of July 2010, used on cans and advertising for 7up in countries worldwide. • Fido Dido has been licensed to PepsiCo and Slice brands in markets outside the United States; 7 Up, a product of Dr Pepper Snapple Group, is licensed to PepsiCo for manufacture and distribution in markets outside the U.S. • Fido Dido is also used on PepsiCo's Turkish soft drink Fruko.
- 9. Fido Dido in India • 7 Up was launched in India in 1992. It had a wonderful start becoming the largest selling brand in the category by 2002 . • When launched in India, 7Up also bought in the famed mascot. Fido came to India in 1992 along with the brand but had a very erratic relationship with 7 Up.
- 10. 7up in India • Despite being in the Indian market close to 19 years, 7 Up was not a successful brand. • The fault lies in the confused marketing strategy adopted by PepsiCo with this brand. • When the brand was launched, the lemon flavoured drink segment was perceived to be a small market with the market leader Limca ruling the market. But both Coca Cola and Pepsi was not interested in developing the category or the brand for a long time. Limca was killed by Coca Cola while Pepsi after the initial enthusiasm dropped investing in 7 Up.
- 11. Problems Faced by 7up in India • The problem with 7 Up was two fold: 1. Company’s lack of interest in the brand. 2. The positioning confusion of the company.
- 12. Fido is a Foreigner • When launched, 7 Up was positioned as a cool drink. The brand used Fido Dido and certain imported commercial to position the brand as a cool drink for the youngsters. • But the mascot and its international style failed to impress the audience. Every one liked Fido Dido but there was no connect with the mascot and the Indian audience. • The company was in a dilemma because 7 Up had a strong association with Fido Dido but Fido Dido had a disconnect with the Indian audience.
- 13. Fido is a Foreigner • Fido Dido was a foreigner and hence the lack of connect was evident. The brand was really confused on how to use Fido Dido in the Indian market.
- 14. Fido had Problem Adapting… • Fido Dido trademark does not belong to Pepsi but belong to the founder Joanna. Hence the mascot is highly controlled by the owner and not the brand. • This lack of control has prevented Pepsi from Adapting Fido to Indian audience. It does not have the freedom to change the mascot's personality. This is an awkward situation for the brand where it had a wonderful mascot but could not change anything about the mascot.
- 15. Fido was Gone for a While • Seven Up and Fido Dido had a short affair. In 1995 PepsiCo globally stopped using Fido Dido and in India too the company stopped using the mascot. Later in 2003, the brand began using Fido Dido but again it was a half- hearted approach.