News & Ideas
All Articles

April 1 Alert: Fido finds the purrfect new brand ambassador

Fido bids farewell to its dogs and puts furry felines centre stage

MONTREAL and TORONTO, April 1, 2014 Fido announced today that it will replace its dedicated dog ambassadors with a new friendly face – the cat. This new direction is in response to the changing media trends of Fido’s target audience and its growing feline fascination. With memes, jokes and online videos, the Internet has truly helped cats claw their way to the forefront of the animal kingdom.

“Dogs have been the face of Fido for the past 18 years and we see this change as a reflection of our customers’ growing passion for the Internet. We are consistently listening to the wants and interests of our customers, and what they want are cats,” said Shelagh Stoneham, senior vice president and general manager brands and marketing communications, Fido Solutions Inc. “We thank our dog ambassadors for their years of dedicated service and are excited to introduce the cat as the cuddly and curious face of Fido. Can we excel with this new brand breed? Yes we cat.”

While the well-known Fido doghouse may be replaced by a cat den, Fido will continue to provide customers with the same great prices and excellent customer service. No hairballs included. 

Fido is pleased to help cats enter the spotlight, for at least one of their nine lives, and looks forward to this new branding direction. From tabby, Balinese to Siamese and sphinx, these fresh ambassadors reflect Fido’s caring approach to service and ability to help customers always land on their feet. 

About Fido Solutions:
Since its launch in 1996, Fido Solutions has offered Canadians straightforward and affordable wireless voice and data products, on a reliable national network with a unique customer caring approach. Fido’s industry-leading customer care is demonstrated daily through FidoDOLLARS™, Fido LiveANSWERS™, Fido Check-In and a number of other unique product and service features. For further information about Fido, please visit, and

SOURCE Rogers Wireless and Cable