Poetic Brands expands 7UP deal for new Fido Dido clothing

Licensed clothing specialist Poetic Brands has extended its 7UP Free agreement to include Fido Dido – the witty “King of Chill” who will now star in the brand’s 2019 “Feels Good to be Free” creative campaign.

First created in the 1980s, Fido Dido is known for an attitude that became synonymous with 7UP in the 1990s, when he graced cans and bottles and appeared in a series of commercials. Fido Dido has made appearances on 7UP packaging on and off, to celebrate key moments in the drink brand’s history.

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

“We are very excited to be adding Fido Dido to our 7UP Free license,” said Elliott Matthews 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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