Rose and friend Joanna Ferrone first developed the character Fido Dido in 1985, after Rose drew him on a cocktail napkin at a restaurant. Ferrone named him "Fido Dido". They later stenciled Fido on T-shirts with the credo: "Fido is for Fido, Fido is against no one". Fido Dido was licensed to PepsiCo in 1988 and appeared on numerous products.
