Bud Light’s nonsensical ‘dilly dilly’ becomes viral success

Dive Brief:

  • “Dilly dilly,” a nonsensical phrase prominently featured in Bud Light’s current advertising campaign, has become a viral meme success for the brand thanks to TV commercials, social media integrations and mentions on shows and live events, The New York Times reported. The phenomenon strongly echoes the ubiquity of Budweiser’s “Whassup?” tagline from the late ’90s.
  • Debuting last August and made with the agency Wieden + Kennedy, the creative depicts a medieval courtroom where various banquet attendees gift their king Bud Light, followed by praises of “dilly dilly.” Those that instead offer beverages like spiced mead wine are sent to a “pit of misery.”
  • Budweiser’s investments in live television events, particularly football games, bolstered the tagline’s viral potential, the Times said. Fans have routinely posted “dilly dilly” on social media when touchdowns are scored and said poorly performing players should be sent to the “pit of misery.” Pittsburgh Steelers quarterback Ben Roethlisberger reportedly used the phrase to direct his teammates during a televised game in November.

 

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