strategies, building the relationship with everything but is franchised bottlers over the Balkans region and never judgemental, supporting their operational, sales and marketing and in essence, he embodies the capabilities with international expertise. personality of 7UP.

Product BrandValues 7UP is available in regular and light versions, both Fido Dido's drawing on the idea of clear refreshment, lemon- character was lime bite and the sharp-smooth edge of citrus. created to make In 2004, a new product was introduced to the other people feel 7UP portfolio on the Romanian market - 7UP comfortable:“You Market ICE.This provides the bite of 7UP,combined with 7UP entered the Romanian market in the mid consumers further opportunities for cool are what you are, the refreshment of mint as well as an ice-cooling 7UP is a brand of lemon-lime flavoured soft 1990s, building a solid image over the years as refreshment, just as the re-launch of the Fido and what you are is agent. As a result, 7UP ICE proved to be a drink and is part of PepsiCo portfolio. “the most refreshing soft drink and the original Dido character helped enhance the brand's cool, okay”. success among Romanian consumers. The global carbonated soft drinks market is Lemon-Lime beverage since 1929”, delivering teen-oriented image. Fido is a powerful 7UP is available in 0.33L, 0.50L, 1L and 2L. one of the most vibrant and dynamic of all natural, clear refreshment. presence in the markets. In this field, PepsiCo represents a major History Recent Developments mind of customers, force in the global soft drinks industry, as well as the character and Achievements The Seven Up Company's roots go back to in Romania, possessing strong and solid brands Fido Dido, the famous 7UP character, was slogan being 7UP has successfully positioned itself as a 1920, when C. L. Grigg put his 30 years of created and introduced on the market in 1987. both in terms of cola and non-cola products. constantly recalled credible choice on both the global and advertising and merchandising experience to Fido Dido is a cartoon character created by PepsiCo offers a product range to meet a by Romanian Romanian market today.The 7UP logo is ranked good use, founding The Howdy Corporation in Joanna Ferrone and Sue Rose.They first consumers. Fido broad variety of needs and preferences, from as one of the most familiar in the world. St. Louis, Missouri. Although he named the developed the character in 1985 on a napkin in Dido is designed to fun-for-you items to good-for-you and best-for- In Romania, according to research conducted company after the Howdy Orange drink he a restaurant whilst having lunch. Fido Dido was symbolise a state of you products that help contribute to healthier by the American Company Canadean, 7UP is pioneered, his goal was to create a wholesome licensed to PepsiCo in the 1980s, with the mind - he has his lifestyles. character becoming particularly popular during one of the most consumed beverages thanks to and distinctive soft drink that would prove own character, and The 7UP brand is one of the most important the 1990s. its unique taste. 7UP has always maintained the irresistible to the nation's consumers. Grigg his world and his brands in the PepsiCo portfolio, representing the He was re-licensed to 7UP in 2003 for global image of a healthy beverage in addition to its spent more than two years testing eleven values are consistent Lemon-Lime segment. use right across the trademark. Fido Dido with those of refreshing attributes. different formulas of lemon-flavoured drinks. He In Romania, the Lemon-Lime segment compliments the core brand values of simple, today's teens and During recent years, 7UP has recorded settled on one that fulfilled his criteria, being clear refreshment, by offering a simple and represents 6% of the total carbonated soft drinks young adults. continuous and consistent growth. In 2004, 7UP both refreshing and thirst quenching - the drink refreshingly clear view on life. market, while 7UP has recorded spectacular There is a launched 7UP ICE in Romania, which offered recognised today as 7UP. growth every year (Source: Canadean Q2, 2006). seamless Acknowledging the success of the 7UP Promotion congruence trademark, in 1936, C. L. Grigg changed the Since Fido Dido's re-introduction onto the between the 7UP name of The Howdy Corporation to The Seven market, he has been used extensively across all product and Fido Up Company. By the late 1940s, 7UP had 7UP activities and initiatives. 7UP has brought a Dido. 7UP is natural, “Daily life is more than boring”,“Seriousness can become the third best-selling soft drink in the number of surprises to Romanian consumers. clear, refreshing and sparkling, while Fido Dido is be cured”,“I lost some time. Reward offered to world. The latest TV commercials launched in Romania true to himself, genuine, simple, chilled-out, finder”. are based around staying cool during the quick-witted and sharp. Fido Dido represents a In June 1978, Philip Morris acquired The summer and enjoying yourself. Fido Dido is the cool philosophy for 7UP's target consumers THINGSYOU DIDN'T KNOW ABOUT Seven Up Company.The 7UP “No Caffeine” main character in the commercials, and his role through his unique, quirky personality. Known as campaign attracted attention all over the US within them is very well defined - he represents “The King of Cool”, Fido Dido is a particularly 7UP four years later, as it was in tune with the a distinctive lifestyle choice. Honest, streetwise funny character. He has created his own growing consumer concern over caffeine in soft and optimistic, he's a character who observes “fidosophy” of life, such as:“It's cool to be you”, drinks. In the autumn of 1995, splash package Fido began life on a table napkin in a New York restaurant in 1987, a doodle by an graphics were introduced for all four flavours of agency creative director the brand to create a contemporary, exciting new look. Where did the name 7UP come from? Nobody knows for certain, but there are In Romania, the franchise system for all several theories: PepsiCo brands, including 7UP,started in 1991 with the appointment of bottler Quadrant • There were seven ingredients in 7UP (the original adverts refer to “Seven natural Amroq Beverages (QAB), which produces and flavours blended into a savoury flavoury distributes the soft drinks under PepsiCo drink with real wallop”) trademarks along with its own products, in • 7UP was originally sold in seven ounce Romania and Republic of Moldova.The bottles beverage system includes the Romanian • Some say that C. L. Grigg saw a cattle Representative Office of PepsiCo International, brand that looked like 7UP and liked it with a leading role in brand and marketing enough to name his product after it • Others claim C. L. Grigg named his new soda after a popular card game at the time that was also called 7UP • One suggestion is that, after discarding seven possible names, C. L. Grigg remarked “That's seven up,” and so the brand was born

Fido Dido's “Fidosophy” is:“It's too cool to be you!”

7UP products appeared in the classic 1979 James Bond film Moonraker

12 13 strategies, building the relationship with everything but is franchised bottlers over the Balkans region and never judgemental, supporting their operational, sales and marketing and in essence, he embodies the capabilities with international expertise. personality of 7UP.

Product BrandValues 7UP is available in regular and light versions, both Fido Dido's drawing on the idea of clear refreshment, lemon- character was lime bite and the sharp-smooth edge of citrus. created to make In 2004, a new product was introduced to the other people feel 7UP portfolio on the Romanian market - 7UP comfortable:“You Market ICE.This provides the bite of 7UP,combined with 7UP entered the Romanian market in the mid consumers further opportunities for cool are what you are, the refreshment of mint as well as an ice-cooling 7UP is a brand of lemon-lime flavoured soft 1990s, building a solid image over the years as refreshment, just as the re-launch of the Fido and what you are is agent. As a result, 7UP ICE proved to be a drink and is part of PepsiCo portfolio. “the most refreshing soft drink and the original Dido character helped enhance the brand's cool, okay”. success among Romanian consumers. The global carbonated soft drinks market is Lemon-Lime beverage since 1929”, delivering teen-oriented image. Fido is a powerful 7UP is available in 0.33L, 0.50L, 1L and 2L. one of the most vibrant and dynamic of all natural, clear refreshment. presence in the markets. In this field, PepsiCo represents a major History Recent Developments mind of customers, force in the global soft drinks industry, as well as the character and Achievements The Seven Up Company's roots go back to in Romania, possessing strong and solid brands Fido Dido, the famous 7UP character, was slogan being 7UP has successfully positioned itself as a 1920, when C. L. Grigg put his 30 years of created and introduced on the market in 1987. both in terms of cola and non-cola products. constantly recalled credible choice on both the global and advertising and merchandising experience to Fido Dido is a cartoon character created by PepsiCo offers a product range to meet a by Romanian Romanian market today.The 7UP logo is ranked good use, founding The Howdy Corporation in Joanna Ferrone and Sue Rose.They first consumers. Fido broad variety of needs and preferences, from as one of the most familiar in the world. St. Louis, Missouri. Although he named the developed the character in 1985 on a napkin in Dido is designed to fun-for-you items to good-for-you and best-for- In Romania, according to research conducted company after the Howdy Orange drink he a restaurant whilst having lunch. Fido Dido was symbolise a state of you products that help contribute to healthier by the American Company Canadean, 7UP is pioneered, his goal was to create a wholesome licensed to PepsiCo in the 1980s, with the mind - he has his lifestyles. character becoming particularly popular during one of the most consumed beverages thanks to and distinctive soft drink that would prove own character, and The 7UP brand is one of the most important the 1990s. its unique taste. 7UP has always maintained the irresistible to the nation's consumers. Grigg his world and his brands in the PepsiCo portfolio, representing the He was re-licensed to 7UP in 2003 for global image of a healthy beverage in addition to its spent more than two years testing eleven values are consistent Lemon-Lime segment. use right across the trademark. Fido Dido with those of refreshing attributes. different formulas of lemon-flavoured drinks. He In Romania, the Lemon-Lime segment compliments the core brand values of simple, today's teens and During recent years, 7UP has recorded settled on one that fulfilled his criteria, being clear refreshment, by offering a simple and represents 6% of the total carbonated soft drinks young adults. continuous and consistent growth. In 2004, 7UP both refreshing and thirst quenching - the drink refreshingly clear view on life. market, while 7UP has recorded spectacular There is a launched 7UP ICE in Romania, which offered recognised today as 7UP. growth every year (Source: Canadean Q2, 2006). seamless Acknowledging the success of the 7UP Promotion congruence trademark, in 1936, C. L. Grigg changed the Since Fido Dido's re-introduction onto the between the 7UP name of The Howdy Corporation to The Seven market, he has been used extensively across all product and Fido Up Company. By the late 1940s, 7UP had 7UP activities and initiatives. 7UP has brought a Dido. 7UP is natural, “Daily life is more than boring”,“Seriousness can become the third best-selling soft drink in the number of surprises to Romanian consumers. clear, refreshing and sparkling, while Fido Dido is be cured”,“I lost some time. Reward offered to world. The latest TV commercials launched in Romania true to himself, genuine, simple, chilled-out, finder”. are based around staying cool during the quick-witted and sharp. Fido Dido represents a In June 1978, Philip Morris acquired The summer and enjoying yourself. Fido Dido is the cool philosophy for 7UP's target consumers THINGSYOU DIDN'T KNOW ABOUT Seven Up Company.The 7UP “No Caffeine” main character in the commercials, and his role through his unique, quirky personality. Known as campaign attracted attention all over the US within them is very well defined - he represents “The King of Cool”, Fido Dido is a particularly 7UP four years later, as it was in tune with the a distinctive lifestyle choice. Honest, streetwise funny character. He has created his own growing consumer concern over caffeine in soft and optimistic, he's a character who observes “fidosophy” of life, such as:“It's cool to be you”, drinks. In the autumn of 1995, splash package Fido began life on a table napkin in a New York restaurant in 1987, a doodle by an graphics were introduced for all four flavours of agency creative director the brand to create a contemporary, exciting new look. Where did the name 7UP come from? Nobody knows for certain, but there are In Romania, the franchise system for all several theories: PepsiCo brands, including 7UP,started in 1991 with the appointment of bottler Quadrant • There were seven ingredients in 7UP (the original adverts refer to “Seven natural Amroq Beverages (QAB), which produces and flavours blended into a savoury flavoury distributes the soft drinks under PepsiCo drink with real wallop”) trademarks along with its own products, in • 7UP was originally sold in seven ounce Romania and Republic of Moldova.The bottles beverage system includes the Romanian • Some say that C. L. Grigg saw a cattle Representative Office of PepsiCo International, brand that looked like 7UP and liked it with a leading role in brand and marketing enough to name his product after it • Others claim C. L. Grigg named his new soda after a popular card game at the time that was also called 7UP • One suggestion is that, after discarding seven possible names, C. L. Grigg remarked “That's seven up,” and so the brand was born

Fido Dido's “Fidosophy” is:“It's too cool to be you!”

7UP products appeared in the classic 1979 James Bond film Moonraker

12 13