Remember that one day when you could wake up without an alarm? When you would get your favorite bowl of cereal and sit between the hours of 8 and 12? This is a blog dedicated to the greatest time of our childhood: Saturday mornings. The television programs you watched, the memories attached to them, and maybe introducing you to something you didn't realize existed. Updated every weekend.
Saturday mornings on CBS between 1990 and 1994, you might recall seeing a
squiggly little character and his friends leading into and out of the
commercial breaks. Yet, you may not recall ever seeing him on one of CBS’ many
programs. That character was Fido Dido.
Fido came about in
1985 when Sue Rose doodled him onto a napkin while out having drinks with
Joanna Ferrone. After Ferrone named him, they decided to put his image on
t-shirts with the slogan “Fido is for Fido, Fido is against no one.” That
slogan played on the women’s pacifist beliefs in that it was good to care.
Fido’s shirts took
off and he gradually began to be featured on other merchandise. His popularity
had risen enough to catch the attention of executives at PepsiCo in 1988.
Starting in 1989, Fido began pitching their7-Up and Slice products, as well as the Turkish
soft drink Fruko, in commercials and on the packaging. Fido was tasked with luring in the youth
market by emphasizing the uniqueness and coolness of the brands. Often times,
the spots for the products would be the same, just with the product
In 1990, Fido was
snagged by CBS to star in their Saturday morning commercial bumpers along with
his friends: Lido Dido, who resembled Fido except for his sunglasses and attire;
Doodles, a young girl; Doody, who resembled a clown; Eff Dee, a darker-skinned
business-type; Boy, a young boy with a backwards hat; and Fido’s cat and dog
Gato and Fido. The group starred in a series of short adventures both with and
without voices and sometimes customized for particular programs.
Ad for the eventually-cancelled Fido Dido video game using the intended box artwork.
In 1993, Teeny Weeny Games was developing a Fido Dido video game to be released by Kaneko. The game
was reportedly finished, previewed at Consumer Electronics Show 1993, and even received finalized box art.
However, it was never released for unspecified reasons. Speculation was made that
it was because Fido was replaced as the spokestoon for 7-Up by its other mascot
Spot; an anthropomorphized version of the red dot featured in the logo. Spot instead received his own video game that
year, the second after 1990’s Spot: The Video Game. A ROM of Fido’s game had been
made and pirated versions have been known to be in circulation, with full game play videos posted on YouTube. It wouldn’t be until 2007 when Fido made an
official move into the video game realm in mobile games developed by Jump Games
While Fido’s presence
was diminished in the latter half of the 1990s, he continued on in comic strip form published in YMmagazine. In 2003,
Fido made a return to 7-Up in its biggest market: India. An aggressive campaign
was centered around the character and his five core philosophies: “It’s cool to
be you; Normal is boring; Your best friend is your head; Dare to be different;
and Life is short—live it up!” His first new commercial featured a re-enactment of his creation. Gradually,
as his commercials continued, Fido was brought into the three-dimensional world via computer animation, although left looking like his normal, flat, cartoony
self rather than making him fit into his surroundings (in keeping with his