In its recent campaign, Bud Light recognizes true friends of the Crown by raising a cold adult malted beverage and chanting Dilly Dilly. The marketing slogan was created apparently coming out of nonsense and fun. In its campaign, Bud Light seems to want people to celebrate with a lighthearted toast of Dilly Dilly and escape the Pit of Misery.
On December 1, Modest Brewing Company in Minneapolis introduced Dilly Dilly Mosaic IIPA into the market place. Instead of the typical “stop it or else” demand letter, Bud Light turned an infringement situation into a marketing opportunity. Bud Light sent an actor into the Modest Brewery dressed in medieval garb to read a pronouncement from the Crown. The Town Crier proceeded to read from a scroll, requesting Modest’s latest brew be put on a limited edition run. The Town Crier stated that the Crown was flattered by the loyal tribute, but noted that Dilly Dilly is a motto of the Crown and disobedience would be met with additional scrolls, formal warning, and a private tour of the Pit of Misery. As a peace offering, the Town Crier also offered two employees a free trip to the Super Bowl which is being held in Minneapolis.
The unusual cease and desist demand is achieving rave reviews on social media. Instead of dilly dallying around in the typical strong-arm legal maneuvering, Bud Light raised a Dilly Dilly to the Modest Brewing Company. In a creative manner, Bud Light made its point of protecting its trademark from further infringement, while generating some laughs and likely some goodwill among consumers. So, to Bud Light, Dilly Dilly!