About

Fido Dido is a character created by Joanna Ferrone and Sue Rose who was used as a mascot by PepsiCo, most notably for the 7 Up soda brand, in the late 1980s and early 1990s. The character is depicted as a colorless male teen or youth with big hair and baggy clothes. While the character was largely retired in some parts of the world after the '90s, he has been revived several times and consistently featured in ads for 7 Up, including in 2018 for a series of vintage 7 Up cans and in 2022 for a new series of TV advertisements.

In late December 2025 and January 2026, Fido Dido and a series of advertisements featuring the character became the subject of memes on TikTok, in which captions are added to the ads to alter the context.

Origin

Fido Dido was created by Joanna Ferrone and Sue Rose and was first drawn on a napkin by Rose in 1985, with the name of the character coming to Rose the next day. Fido Dido was sold on T-shirts that became popular in New York over the following years.^[1]

In 1988, PepsiCo licensed Fido Dido and began using him to advertise 7 Up before replacing him with Cool Spot in the '90s. Fido Dido was used to advertise Slice beverages in the U.S. and occasionally appeared in ads throughout the 2000s, being revived in 2018 and 2022 for specific "retro" advertising campaigns.^[2][3]

Fido Dido has become a popular, well-known character worldwide, featuring in a graphic novel, inspiring a magazine, becoming the subject of an unreleased video game on the SNES and Sega Genesis, and inspiring the cartoon Pepper Ann, a spinoff of his comic strip in the magazine YM.^[4]

Spread

Fido Dido Memes

On April 20th, 2025, TikToker^[5] @myzzzzo posted a Fido Dido ad from 2006 under the caption, "This is a meme from 2026, you will not understand," garnering over 52.3 million views in nine months.

In December 2025, as 2026 approached, TikTokers began posting the Fido Dido ad again, suggesting that they would soon understand the context.

For example, on December 31st, 2025, TikToker^[6] @aarontherandomkid posted the ad with the caption, "We're finally gonna learn what ts means," garnering over 2.6 million views in six days.

On January 2nd, 2026, TikToker^[7] @beltagi posted a comedy video in which he interviews Fido Dido about being one of the first memes of 2026, garnering over 420,000 views in four days.

On January 3rd, TikToker^[8] @addy0urn1ckname posted a meme using an old Fido Dido meme captioned, "When it's 2 am and you hungry asf but you remember you still have Thanksgiving leftovers from 1996," garnering over 337,000 views in three days.

Various Examples

Search Interest

External References