Fido has started to become a visual identifier of the brand, & is recognised by most as 7UP doll. Consumers still do no know - who Fido is (not aware of his name, any other details) or why does he exist (persona), as a character he still lacks the hence critical to establish not just Fido as a brand mascot but also as an individual character with a string persona and along with that we needed to dial up refreshment codes and differentiation for 7up through packaging in clear CSD space.

1)Elevate 7up Packaging to enhance - Refreshment - Improve the shelf throw and Pick me value for the pack

2) Build locally relevant key visuals for core markets- to be adapted for local POSM/dealer boards.