Say Whassup To Dilly Dilly
Today, there’s a new phrase on the block and it happens to come from another Anheuser-Busch beer. Bud Light’s “Dilly Dilly” gained huge success over the past couple of months, bringing audiences a taste of medieval fantasy. The genre has always been around, but never really embraced by the common consumer until HBO’s Game of Thrones gained traction after its third season.
What Is Dilly Dilly?
Nothing, according to Anheuser-Busch InBev CMO Miguel Patricio. In his recent interview with Business Insider, Patricio explains how the phrase is nothing more than a “moment of nonsense and fun,” something that’s desperately needed right now. He also confirms the setting of the medieval fantasy ads were in response to the previous season of Game of Thrones.
Dilly Dilly seems to be almost an after thought to the original idea, but it is what resonated with consumers around the world. T-shirts, sweatshirts, NFL jerseys, and other merchandise were created within days of the first ad. Patricio says none of those were from Bud Light or the parent company; people just started making them. Of course, Anheuser-Busch won’t stop people from sporting their phrase on a T-shirt and becoming a free walking billboard, or as Patricio puts it, “It’s become a cultural currency…we want everybody to ‘Dilly Dilly’ in their life.’”
Not All That Imitates Is Gold
However, Bud Light hasn’t been so forgiving with everyone trying to cash in on the phrase. Minneapolis-based brewing company, Modist Brewing, brewed a craft beer and dubbed it “Dilly Dilly.” Bud Light sent a renaissance-like envoy to deliver a fun, yet very serious, cease-and-desist for the use of their now-trademarked phrase. To make it light hearted, Bud Light gave the company two tickets to the Super Bowl.
Dilly Dilly Isn’t Going Anywhere, It’s Going Everywhere
So far, Bud Light has seven ads telling the story of a King and his Kingdom, and four ads, each tailored to the Philadelphia Eagles, New England Patriots, Minnesota Vikings, and the Jacksonville Jaguars. All aired before the Super Bowl, but during the game, their latest ad featuring the Bud Knight literally made waves.
At this point, the NFL was just a launching point for Bud Light. With the NBA reaching mid season and the MLB season about to kick off, Dilly Dilly can go anywhere from here.
Ads That Sell The Story
You can watch all the ads here, including a video of Bud Light’s envoy delivering the cease-and-desist to Modist Brewing.
Bud Light “Banquet”
Bud Light “Pit of Misery”
Bud Light “Super Bowl Tickets”
Bud Light “Wizard”
Bud Light “Wizard Turn Me Into Bud Light”
Bud Light “Battle Pep Talk”
Bud Light “Bud Knight”
Bud Light’s Cease-and-Desist
Bud Light “Philly Philly”
Bud Light “Patriots”
Bud Light “Vikings”
Bud Light “Jaguars”