7UP Free’s iconic brand mascot, Fido, made his return to the brand’s advertising this month as the soft drinks category begins to heat up for the summer months.
Hanging around in the creative by Havas, Fido embodies the carefree attitude of 7UP Free’s proposition ‘Feels Good to be Free’ across classic and digital OOH.
The soft drinks brand’s approach placed the campaign and instantly recognisable Fido in front of audiences in a campaign planned by OMD and Source out of home across Ireland.
Alternative and bespoke design executions are in situ on the Connolly Station Gallery giving a playful take on the campaign with Fido pool lounging, finding the perfect match on a dating app, and lazing in a hammock, all making an appearance on the multi-screen digital display. Other digital displays include screens in Mall, roadside Digipanels and Tesco Live.
Classic presented itself across multiple environments in the form of billboards – 48 and 96 Sheets, Bus Shelter and Adbox 6 Sheets, and buses – Capital Ts and Aircoach Mega Rears.
Fiona McDonnell, Senior Account Manager in Source out of home comments “It’s great to see 7UP reuniting with Fido Dido, the witty ‘king of chill’. The introduction of Fido adds a fresh take to the brand’s Feels Good To Be Free campaign and introduces the character to a new generation of consumers. Fido celebrates the refreshing taste of 7UP free and invites us through this exciting new OOH campaign to kick back, relax and enjoy ourselves in the moment.”