This document discusses the history of 7up advertisements from the 1940s-present and the use of its mascot Fido Dido. It notes that 7up positioned itself in the 1940s-50s as part of a conformist lifestyle. Fido Dido was created in 1985 and licensed to PepsiCo in 1988 but did not gain popularity until the 1990s. When launched in India in 1992, Fido Dido failed to connect with Indian audiences as a foreign character without control over its adaptation. 7up struggled in India with an inconsistent marketing strategy and positioning confusion.
As a student at the University of Houston, I developed a fully-integrated media plan for Dr Pepper with a focus on both a national target, as well as a local target. This plan, as well as the presentation was awarded first place in a a media plan competition at the University.
As a student at the University of Houston, I developed a fully-integrated media plan for Dr Pepper with a focus on both a national target, as well as a local target. This plan, as well as the presentation was awarded first place in a a media plan competition at the University.
Brand Management Project on Maggi noodlesAnil Nandyala
• Brand Image Measurement using Brand Asset Valuator method
• Brand Equity Measurement using Colombo Morrison & Van Westendorps method
• Brand Value Measurement using Inter brand valuation method
Brand Management Project on Maggi noodlesAnil Nandyala
• Brand Image Measurement using Brand Asset Valuator method
• Brand Equity Measurement using Colombo Morrison & Van Westendorps method
• Brand Value Measurement using Inter brand valuation method
Sermon on Keys to a successful Day... Wake UP!Joe Jackson
How many times do you feel reluctant to get out of bed?
When the day looks like it will be a bad one ...
When the troubles of the world make you want to go back to sleep.
These are biblical keys to arise and shine
Melalui Spiritual Check-Up, Donald Whitney meminta kita untuk memeriksa hati kita untuk mengetahui seberapa sehat jiwa kita. Daftar evaluasi yang diberikannya tidak hanya menolong kita dalam memeriksa kesehatan rohani, tetapi dengan cara yang mendalam juga memberikan nutrisi ilahi bagi jiwa kita.
Bagi orang-orang percaya yang merindukan kebangunan rohani pribadi, inilah pertanyaan-pertanyaan yang harus selalu kita tanyakan. Sungguh merupakan alat yang tepat untuk menyiapkan hati jemaat bagi Perjamuan Kudus, atau pertemuan-pertemuan raya!
Case study marki Lay's z Albumu Superbrands Polska 2006Superbrands Polska
Lay’s to nowoczesna, radosna, bliska konsumentom marka słonych przekąsek. Poprzez najwyższą jakość produktu, wprowadzanie do oferty nowych smaków chipsów
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Advertisement analysis and breakdown of :-
Fevicol’s ‘kissa kursi ka’ - crazy chairs
Olx – daastaan - timeless stories
Thumbs up - real heroes
Nescafe
Pepsi oh yes abhi!
Maybelline – the girl with the big eyes.
As PepsiCo has taken Lay’s under its wings, the potato chips brand has succeeded in dominating the chips market since 1940. 83 years and counting, the brand is loved by all ages of the population globally.
Case Study on the Charm and Glory of Lay’s Chips by PepsiCo with Specific Ref...VARUN KESAVAN
PepsiCo Inc. is an American multinational food and beverage corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which includes an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001, which added the Gatorade brand to its portfolio.
As of January 26, 2012, 22 of PepsiCo's brands generated retail sales of more than $1 billion apiece, and the company's products were distributed across more than 200 countries, resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food and beverage business in the world. Within North America, PepsiCo is the largest food and beverage business by net revenue.
Part 2 of 5 of our talks to young entrepreneurs during Start Up Britain week.
Author Philip Slade for Fanclub Group
Backed by the Marketing Agencies Association (MAA)
www.startupbritain.org
www.marketingagencies.org.uk
www.fanclubcommunications.com
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
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3. History
•Throughout the 120 years of soft drink manufacturing
and marketing, three brands have traditionally led the
pack: Coca Cola , Pepsi Cola , and 7up .
•Although 7up got left behind in the so-called "cola
wars" of the 1960s and 1970s, the lemon-lime
alternative was a consistent third-place finisher for
most of the 20th century.
4. You Like It…It Likes You
• Reflecting the conformity of the 1940s-50s, 7up
advertisements from this era positioned the
beverage as an important part of a conformist
lifestyle.
• During the "You Like It... It Likes You" years7up
prescribed a very specific lifestyle to American
consumers in their print advertisements. The
message? By drinking 7up, you will be able to
conform to the lifestyle that you see in the
advertisements. If you follow this lifestyle, you
will be liked.
5. You Like It…It Likes You
There are two primary components to
7up's prescribed lifestyle:
• Happiness. Happiness is encouraged
throughout the 7up advertising corpus
from the 1940s and 1950s, often through
suggestions to "Keep Smiling." The
suggestions become forceful at times, as
the advertisements suggest rejection,
fatigue and misery if the lifestyle is not
adopted via a bottle of 7up.
6. You Like It…It Likes You
• Traditional Family and Gender Roles.
Implicitly (through graphical depictions) and
explicitly (through admonitions in the copy),
7up advertisements from this era advocate
close adherence to traditional family roles.
This generally means docile servitude for
women, physical work and leadership for
men, and light-hearted play for children.
7. Fido Dido: The Start
• Fido Dido was created by Joanna Ferrone
and Sue Rose. Rose first developed the
character in 1985 on a napkin in a restaurant.
• They later stencilled Fido on T-shirts with the
credo: "Fido is for Fido, Fido is against no one".
• Fido Dido was licensed to PepsiCo in around
1988, but the character did not receive much
attention or popularity until the early 1990s on
numerous products, particularly stationery.
Later, he was replaced with Cool Spot as the
brand mascot.
8. Fido Dido: The Start
• Fido Dido reappeared in the 2000s and is still, as
of July 2010, used on cans and advertising for
7up in countries worldwide.
• Fido Dido has been licensed to PepsiCo
and Slice brands in markets outside the United
States; 7 Up, a product of Dr Pepper Snapple
Group, is licensed to PepsiCo for manufacture
and distribution in markets outside the U.S.
• Fido Dido is also used on PepsiCo's Turkish soft
drink Fruko.
9. Fido Dido in India
• 7 Up was launched in India in
1992. It had a wonderful start
becoming the largest selling
brand in the category by 2002 .
• When launched in India, 7Up
also bought in the famed
mascot. Fido came to India in
1992 along with the brand but
had a very erratic relationship
with 7 Up.
10. 7up in India
• Despite being in the Indian market close to 19 years, 7
Up was not a successful brand.
• The fault lies in the confused marketing strategy
adopted by PepsiCo with this brand.
• When the brand was launched, the lemon flavoured
drink segment was perceived to be a small market
with the market leader Limca ruling the market. But
both Coca Cola and Pepsi was not interested in
developing the category or the brand for a long time.
Limca was killed by Coca Cola while Pepsi after the
initial enthusiasm dropped investing in 7 Up.
11. Problems Faced by 7up in India
• The problem with 7 Up was two fold:
1. Company’s lack of interest in the brand.
2. The positioning confusion of the company.
12. Fido is a Foreigner
• When launched, 7 Up was positioned as a cool
drink. The brand used Fido Dido and certain
imported commercial to position the brand as a
cool drink for the youngsters.
• But the mascot and its international style failed
to impress the audience. Every one liked Fido
Dido but there was no connect with the mascot
and the Indian audience.
• The company was in a dilemma because 7 Up
had a strong association with Fido Dido but Fido
Dido had a disconnect with the Indian audience.
13. Fido is a Foreigner
• Fido Dido was a
foreigner and hence
the lack of connect was
evident. The brand was
really confused on how
to use Fido Dido in the
Indian market.
14. Fido had Problem Adapting…
• Fido Dido trademark does not belong
to Pepsi but belong to the founder
Joanna. Hence the mascot is highly
controlled by the owner and not the
brand.
• This lack of control has prevented
Pepsi from Adapting Fido to Indian
audience. It does not have the
freedom to change the mascot's
personality. This is an awkward
situation for the brand where it had a
wonderful mascot but could not
change anything about the mascot.
15. Fido was Gone for a While
• Seven Up and Fido Dido
had a short affair. In 1995
PepsiCo globally stopped
using Fido Dido and in
India too the company
stopped using the mascot.
Later in 2003, the brand
began using Fido Dido but
again it was a half-
hearted approach.