In early 90s, both the drink and its promotional goodies were quite a craze with the kids. By launching the Fido merchandise, the cola major is all set to make it rage again. Currently the promotional contest us for consumers in Andhra Pradesh only.

After having made a thumping comeback last year after a sabbatical, 7Up’s mascot Fido has been spreading its “Fidosophies” in new TVCs this summer. The new TVCs have Fido in an Indian setting, up to new antics to get his 7Up.

Based on point system, all that the consumers need to do is to collect crowns of 7UP 200-ml or 300-ml returnable glass bottles and avail Fido Dido collectibles in exchange of these crowns and a nominal amount of cash, says a company releases.

A consumer can get a Fido slap band in exchange of two 7Up crowns and only Rs 5, while five crowns and RS 25 can get him/her an attractive Fido cap.

In exchange of 10 7Up crowns and RS 50, copmsumer can get the consumer a Fido T-shirt, and 12 7UP crowns and RS 100 will fetch him a Fido bag. Consumers can redeem the crowns at nearly 150 redemption centres, 7Up brand shops across Andhra Pradesh.

According to Pepsi central India operations head Saurabh Gupta, “7Up is the fastest growing brand from the Pepsi portfolio in the state, and Fido Dido is extremely popular amongst consumers here. With the attractive Fido merchandise, the 7Up initiative is certainly going to create a lot of fun in the summer season.”

The cola major will be unveiling the innovative initiative to consumers through print advertising, bus-shelters signage, point-of-sale merchandise and an intense hoarding drive across the state, informs the release. Nearly 50 eye-catching 7Up-Fido hoardings have been put up across the state as part of the communication package, claims the release.