Media choice was dictated by touch points within the 24/7 youth life-cycle.

Music TV means youth, so Fido was there at least 100 times a day dancing during and between pop videos.

Fido was seen in all top youth titles including front covers. Sticker-postcards were designed as magazine inserts and also distributed in cool cafes and bars.83% of youth are internet savvy, so Fido spent time there, entertaining, chatting and shopping with his friends.

Fruko is an established local soda pop brand of Pepsi Group, with its highest market share in Turkey.

That was under threat, share was being lost to other brands of soda pop…and colas! KPI scores highlighted that its image was old. Revitalising Fruko’s image to the youth was required.

All tactical advertising cost less than 9 days on TV!

His magazine appearances cost less than the equivalent volume in display.

Fruko became 100% more appealing and 67% more popular.Fido Dido helped Fruko gain the highest summer SOM increase ratio across the whole Carbonated Soft Drinks sector.

Fido had to be centre of attention……at photo shoots kissing singers from rock bands…enjoying the surf within holiday articles, he was seen chatting on the front covers of top youth titles, and sometimes took time out to laze around….on top of a magazine’s masthead! He danced at pop videos on music channels, he drank Fruko at virtual cafes of internet chat sites, and he even sold his beach towels, cups and air-beds to online shoppers.

New Fruko philosopher, Fido Dido, was challenged with humanising the brand and re-introducing it to the ‘cool’ new youth.

TV is the busiest meeting place, therefore, the best place for Fido to influence new friends. But due to high ad clutter and an all-out beverage war, the youth were too busy to meet him there. So we decided to propel him into their daily lives. His strategy was to travel around the coolest content in youth media with his wise messages, ‘Fidosophies’. Being smart, he rejected ordinary commercial time, so he could spend more time with his busy new friends.

S.Eser, M.Parenti, F.Ekinci, I.Ayar