Rose first developed the character in 1985
on a napkin in a restaurant.
They later stenciled 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.
Fido Dido reappeared in the 2000s and is still, as of July 2010
used on cans and advertising for 7up
in countries worldwide from six different continents. "