Our mission was to reinvigorate the Bud Light brand and make it a beer that people would be proud to hold again. To do that, we first had to put Bud Light back in the cultural conversation in a big, positive way.
In a time when we are beset by negativity and divided by our differences, beer drinkers were ready for something to bring us together. And if that thing was a medieval-era gibberish toast? All the better.
Thus, the Dilly Dilly phenomenon was born.
It started with a simple commercial that showed a king and queen at a banquet. The plot centered around a simple truth: when you bring Bud Light to a party, it’s for everyone, but when you bring a craft beer, it’s only for yourself. True friends are celebrated, while bad friends suffer the king’s justice and are banished to the Pit of Misery. Either way, everyone offers cheers with a hearty “Dilly Dilly!”