7UP to bring back Fido Dido to India

Company press release, April 2, 2003

Hyderabad

The Summer of 2003 is going to be a cool one, as 7UP, the largest selling clear lemon drink in India from Pepsis strong brand portfolio, brings back its eternal faithful Fido Dido, the King of Cool.

In its own inimitable style, Fido will be bringing 7UP to life through an array of unique initiatives. Beginning April 4th, Fido will spread the word to consumers through a series of creative ads on all mainline TV channels. The ad spots will feature quick-witted Fido showing that his clear perspective and optimism keeps him one step ahead.

Announcing the comeback of Fido, Mr. Shashi Kalathil, Executive Director (Marketing), Pepsi Foods Pvt. Ltd., said 7UP is the ultimate in cool, clear refreshment. 7Up has been on a path of aggressive growth since last year, emerging as the largest growing soft drink brand in the country in 2002. Fido Dido makes a comeback this year to add more fun and excitement to the refreshing experience of 7UP, and ensures that consumers around the country Keep it Cool.

Fidos comeback to India is going to be backed by a series of new initiatives and an aggressive multi-media package, including new TV spots, attractive packaging, radio communication, new outdoor signage, shop fronts and point-of-sale merchandise.

The 30-second TV ad spot, to be telecast on all national and regional TV channels, depicts the birth of Fido on a beverage napkin. Shot in Singapore, the ad features leading Indian model Shivani Kapoor. The 7UP-Fido communication will be relayed to the consumers through radio in all the cities with access to FM band facility. The new packaging of 7UP will feature Fido and his Fidosophies on the 7up PET labels.

The aggressive marketing plan will amplify and bring to life Fidos five central Fidosophies. Its cool to be you; Normal is boring; Your best friend is your head; Dare to be different and Life is short, live it up!

There is a seamless fit between the 7UP product and Fido Dido. 7UP is natural, clear, refreshing and sparkling, while Fido is true to himself, genuine, simple, chilled out, quick witted and sharp. In addition to 7UP, Pepsis brand portfolio in India includes market leaders in their respective categories, such as Pepsi, Diet Pepsi, Pepsi Aha, the Mirinda range of flavours - Orange, and Lemon, Slice, the Tropicana range of 100% fruit juices, Aquafina and Lehar Evervess Soda.

For details, please contact:

Uzzal Mohan

Solus Media

Tel: 040-23230750/23241484