Fido Dido 101, or, Living life in the third lane Book Cover

Fido Dido's journey starts as a doodle on a napkin by Sue Rose, an advertising agency's cartoonist and art director. After her friend, Joanna Ferrone fell in love with the cartoon character design, gave him the name, “Fido Dido”, and both of them would turn him into a brand, using his design on t-shirts, pants, cups, and more. The success of Fido Dido would soon grab Pepsico's attention. Thus in 1988, the company approached them about using Fido as a mascot for their soft drink, 7-up (international)/ Slice (U.S)

The book, Fido Dido 101, or, Living Life in the Third Lane, would properly introduce Fido Dido and expand into a family of characters. The book features a collection of drawings and gags of these characters without a narrative. 

While Fido Dido was a pop culture icon in the past, He is now viewed as a media of nostalgia, often associated with the 1980s and 1990s.