Fio Dido is a cartoon character created by Joanna Ferrone and Sue Rose. Rose first developed the character in 1985 on a napkin in a restaurant. Fido Dido was licensed to Pepsico in the 1980s, but the character did not receive much attention or popularity until the early 1990s on numerous products, particularly stationery. He reappeared in the 2000s and is currently used on cans and advertising for 7 Up in Pakistan, Italy, France, Poland, Spain, Argentina, Australia, Chile, Greece, Russia, Colombia, Mexico, the UK & USA, Canada, Ireland, India, Egypt, Saudi Arabia, The Netherlands, Israel and Vietnam.