Should Bud Bring Its Puppy Back to Another Super Bowl, or Is It Time for Something New?

Experts say it's hard to stop when you have a winner

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Should Budweiser's lovable Labrador pup—whose appearances topped the USA Today Super Bowl Ad Meter the past two years—return to the big game for CBS' Feb. 7 telecast?

That's the question Bud parent Anheuser-Busch InBev and its agency, Anomaly, are debating right now, 118 days before Super Bowl 50 kicks off at Levi's Stadium in Santa Clara, Calif.

Predictably, neither client nor agency officials would discuss the decision-making process with Adweek. Most experts we queried about brands using familiar themes across multiple Super Bowls, however, said the smartest play would be to put the pooch in the game.

"This tactic of revisiting characters and themes works because the Super Bowl, and all things associated with the game, are a story in themselves," said Simon Wardle, strategy chief at Octagon.

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