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Launching in 1929, 7UP is one of the most recognisable beverages in the world. The brand comes under the PepsiCo umbrella and describe themselves as the original ‘Lime and soda.’ The recognisable mascot ‘Fido Dido’ was created by Joanna Ferrone in 1985 and was later licensed to 7UP in 1987-88.

The 7UP licensing package comprises of a vast range of assets which includes extensive styleguides, imagery, inspiration and logos. The brand is a hit because of its retro and nostalgic appeal, the iconic logo is instantly identifiable.

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