Bud Light Formally Threatens Brewery That Stole “Dilly Dilly” With A Tour Of The Pit Of Misery

ItalianStallion7 years ago

Unless you’re aggressively sober, you’ve seen the Bud Light “Dilly Dilly” commercials by now. In them, some medieval dudes drink brews while cheering “DILLY DILLY” (whatever the fuck that means) and banishing those who drink less than acceptable beverages to the pit of misery.

A beerworks not called Anheuser-Busch InBev decided to take advantage of the new slogan king of frothy malted beverages, and Bud Light responded with the most cheerfully-accepted cease-and-desist notice of all time.

From Chicago Tribune:

A man dressed in medieval garb delivered an unusual cease-and-desist letter to a Minneapolis brewery Friday.

As Modist Brewery unleashed its new beer, called “Dilly Dilly” Mosaic Double IPA, named after the popular Bud Light commercials, it was immediately scolded — in medieval language — via a message from the king, or rather Anheuser-Busch InBev.

…

“Hear ye, hear ye!” he began. “Dear friend of the crown, Modist Brewery Company, congratulations on the new brew: Dilly Dilly Mosaic Double IPA …” the man read. “We are duly flattered by your royal tribute. However, ‘Dilly Dilly’ is the motto of our realm. So we humbly ask that you keep this to a limited addition[sic] one-time-only run. This is by order of the king. Disobedience shall be met with additional scrolls, then a formal warning, and finally, a private tour of the pit of misery.”

Here’s a video of the encounter.

So two things come to mind for me. First, “pit of misery” sounds like a great name to call the fraternity house basement when you doom the pledges to it, and second, why are people obsessed with this commercial? Well, let me dust off that marketing degree my parents indebted themselves $40,000 to give me and let me explain.

In marketing, there’s something called “abrasive marketing;” basically making something so annoying and repetitive you like it after a while. Sure, I thought the “dilly dilly” commercial was some stupid advertising ploy at first, but now I’ve accepted it as a pop culture phenomenon and possibly the best thing to come out of television in 2017.

Extra points to Anheuser-Busch InBev for presentation of the cease-and-desist letter. They must have plucked this dude straight out of the Renaissance Faire. And don’t tell me I’m not the only one who kinda wants to try out this beer..

[via Chicago Tribune]

Image via Modist Brewing Company