7UP brings back its mascot Fido Dido to ‘Put The Chill’ this summer

The new campaign has been conceptualised by DDB Mudra Group

e4m by exchange4media Staff
Published: Mar 11, 2019 4:14 PM  | 3 min read
7UP Fido Dido

The legendary drink with a natural lemon flavour, 7UP, is bringing the ‘Original Chiller’ to help ‘Put The Chill’ in people’s lives. This summer Fido Dido, the witty, wriggly-haired mascot known for his quirky, fun attitude, will ‘Put The Chill’ in the latest iteration of the 7UP campaign that celebrates the legendary cool icon.

The TVC shows Fido Dido effortlessly ‘Put The Chill’ with his ability to handle any situation with a sense of calm and humour. All that one needs to do is to take a moment to slow down, take a break and stay cool while reconnecting with the people and things that really matter. Through his witty and quirky one-liners aka Fidosophies, the ageless mascot reiterates the brand’s belief that there is no point stressing about stressful situations.

Speaking on the campaign, Nobel Dhingra, Director Flavors (7UP and Mirinda) and Area 3 Countries, PepsiCo India said, “7UP as a brand has always encouraged today’s consumer to be their cool and optimistic self and who better to say this than the original Cool Dude, Fido Dido. We believe that Fido’s message is consistent with Brand 7UP’s cool, authentic personality and our campaign encourages consumers to sit back, relax and Put The Chill in their daily routine with a refreshing 7UP.”   

Vishnu Srivatsav, Creative Head, DDB Mudra, South who coined the phrase ‘Put The Chill’, says, “Our cultural environment, our society, the world around us, combine to put tremendous pressure on us. But when you relax, chill and don’t let it affect our natural positivity, there’s nothing we can’t take on. As a space and a line, ‘Put The Chill’ is a pop mantra, a rallying cry with cultural cache that offers a perspective on things around us. A way of living, epitomised by Fido Dido. With this platform and this line, we’re looking to offer takes on life and all its little idiosyncrasies through Fido Dido and his absolutely unique personality.”

7UP will also roll out a 360-degree marketing plan post the launch of the TVC which will include outdoor and digital surround. The brand is coming with the coolest new packaging featuring Fido Dido in new PET bottles and cans which will be available to consumers across all modern and traditional outlets across the country. Consumers can also look forward to some never-seen-before, premium Fido merchandise available across independent retailers and e-commerce channels.

Team DDB Mudra Group

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