Fido Dido was conceived on a bar napkin in 1985, a personal mascot for his downtown creators’ ideals of tolerance and chill-ness. In 1985, Fido Dido’s likeness and mottos were purchased by PepsiCo, and have since filled multiple brand ambassadorships and merchandising deals, never with much success.
He translates easily between cultures, benevolently cooling the overheated public, expressionless and with a vaguely pacific attitude. The perfect neoliberal mascot?
