In the 1990s, the character Fido Dido attracted young people who sought to identify with the alternative and relaxed style represented by the character of spiked hair and simple contours. Created in the US, the illustration fell into Brazilian taste and printed clothes and objects.
The emergence of the icon
Fido Dido was created in 1985 by designers Joanna Ferrone and Sue Rose in a New York bar from a scribble in a napkin, and soon became a symbol of young pop culture.
Initially, the character was born to stamp T -shirts and posters, with a philosophy of life that celebrated freedom, optimism and individuality.
With his relaxed look and goose bumps, the character printed t-shirts and became a poster boy from drinks like 7up. In the United States, success came with the partnership with Pepsico, which has licensed the character for campaigns and products since the late 1980s.
The explosion of fido Dido in Brazil
In Brazil, the Dido Fido Association with 7Up was the catalyst for its massive success. From the late 1980s and during the 1990s, the character became the official lemon soda-owner, stamping cans, bottles and, especially, unforgettable advertising campaigns.
The irreverence of the fido dida married perfectly with the young and cool image that the 7 up wanted to convey.
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Thousands of licensed products invaded the Brazilian market: t-shirts, notebooks, backpacks, toys and a plethora of items that carried the fed brand, making it a symbol of fashion and attitude-it was almost impossible to walk the streets without seeing someone sporting a product with the character.
The decline of visibility
Over time, the 7Up strategy has changed, and the association with fido Dido decreased. The effervescence around the character, which was a reflection of the fashion and interests of the time, naturally gave way to new trends.
However, Fido Dido has never been completely forgotten. The affective memory of a generation that grew up with him remained strong, generating a wave of nostalgia and desire for a return.
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How is the fido dedo in Brazil
In Brazil, Captiva Textile won the brand license in 1999. The company is responsible for a significant slice of the local textile industry, producing pieces ranging from t -shirts to jeans, keeping the streetwear style alive that was always the essence of the brand.
In 2019, to celebrate the 25th anniversary of Fido Dido in Brazil, Licensed Nowar launched a special collection of jeans with 14 models, including pants, shorts and jackets, which brought details such as commemorative embroidery and laundry effects to give a modern touch to classic pieces.
The collection was marketed in a chain of about 2,500 multi -brand stores across the country, showing the strength of the brand even decades after its initial peak.
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Currently, the Fido Brasil account on Instagram is still linked to the brand, but the last update is 2023.
Sought by InfomoneyCativa informed through the customer service channel that is not producing fido Dido. The report sought the company by email to ask more details, but did not get a return until the publication of this text.
The presence of clothes stamped by the character in e -commerce retailers demonstrates that Fido Dido still arouses interest from the public.
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