0UP’s back with Fido Dido

7UP is reuniting with pop culture icon Fido Dido, to encourage people to slow down and appreciate the little things in life. Fido Dido is appearing across 7UP Free limited-edition packs from April to October to introduce the character to a new generation of shoppers, as part of the brand’s ‘Feels Good to Be Free’ campaign. No sugar, no calorie 7UP Free is the fastest growing lemon and lime sub-brand in convenience. The launch will be supported with 7UP’s biggest UK campaign to date, including TV from June.