The story of Fido Dido - the laid-back stick figure who conquered global advertising by rejecting everything it stood for. From a bored evening doodle in 1985 to PepsiCo's secret weapon against Coca-Cola, discover how two women accidentally created the anti-mascot that taught brands the power of authentic indifference.

A deep dive into counterintuitive marketing, cultural rebellion, and why sometimes the best way to sell something is to act like you don't care.