How a Digital Dachshund Named Superdackel Got the Gig as a Mercedes Brand Mascot

His goal is to reach 'new audiences,' but this pooch dates back to the 1970s

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A company’s heritage is often a reliable incubator for its mascots. When Borden sought to convince consumers that pasteurized milk was safe to drink during the 1930s, for instance, the smiling face of Elsie the cow made the sale. And KFC’s Colonel Sanders (you know, the smiling elderly gent with glasses and a white goatee?) is a caricature of the real Col. Harland Sanders, who founded the company in 1930.

For its part, however, luxury automaker Mercedes-Benz has never really had a mascot—at least, not until last week.

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