Poetic Brands shakes up 7UP Free license

Licensed clothing licensee extends agreement to include Fido Dido, the animated star of the fizzy drink brand’s 2019 creative campaign

Written by Rhys Thomas

Posted 11.04.2019 | Apparel

Poetic Brands shakes up 7UP Free license thumbnail

Licensed clothing specialist Poetic Brands has extended its 7UP Free agreement to include Fido Dido, the animated frizzy-haired ‘King of Chill’ who will star in the brand’s 2019 Feels Good to be Free creative campaign.

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

First created in the 1980s, Fido Dido is known for his quirky, fun attitude that became synonymous with 7UP in the 90s when he graced cans and bottles and appeared in a series of commercials.

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

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