In the lead up to the 2018 Superbowl, I watched an exciting back and forth playoff game. The NFL’s Tennesee Titans and the New Orleans Saints were battling it out. After a field goal that marked one of the may lead changes, the TV camera shot swept across the crowd and I saw it… a sign that said “Dilly Dilly!”
This slogan, newly made famous by Budweiser has caught fire. If you’re watching football, then you’ve seen the Bud light ads. But the phrase “Dilly Dilly” is showing up all over popular culture. It’s showing up on fan signs, coffee mugs, and T-shirts.
The origin story relates how the Anheuser-Busch advertising agency, Wieden+Kennedy, came up with the slogan. A couple of the ad team were brainstorming silly phrases when one said “Dilly dilly” and the other laughed out loud. Yes, that’s how they picked the phrase.
The catch phrase has outperformed Anhueser-Busch’ own expectations. Chief Marketing officer, Miguel Patricio , commented… “’Dilly Dilly’ doesn’t mean anything. That’s the beauty of it. I think that we all need our moments of nonsense and fun. And I think that ‘Dilly Dilly,’ in a way, represents that. A lot of people asked me, ‘How did you approve that?’ To tell you the truth, we never expected this to be so successful. It didn’t test that well. We did that ad, actually, because of — the new season of Game of Thrones coming, but when we tested, it didn’t test that well. We said, ‘Consumers will get it. And especially with repetition. We have a chance here for this to become big. So, we went against the research and we gave a chance to ‘Dilly Dilly’ and we are so happy!”
But there is a recent use prior to the beer campaign. In Disney’s most recent movie adaptation of the Cinderella story, the theme song ‘Lavender’s Blue” uses “dilly dilly”. This song has earlier versions going back hundreds of years. Typical lyrics include:
Lavender’s blue, dilly dilly, lavender’s green,
When I am king, dilly dilly, you shall be queen:
Of course Anheuser-Busch copyrighted ‘Dilly Dilly”. While the company has been forgiving with T-shirt makers, it did draw a line when a craft brew company created a new line of beer named “Dilly Dilly”. But the cease and desist order was delivered with a velvet glove instead of an iron fist. Instead of hurling the upstarts into the Pit of Misery, a medievelly dressed town crier was sent on premises of the small brewing company to read aloud a scroll asking them to discontinue the new beer. Nice one Bud!
Now I wonder what would happen if I offered the King some Power Defender instead of his favorite beer? Probably the Pit of Misery. But if I offered Bud Light AND Power Defender? How would the King feel waking up with a smile instead of a drink induced headache? I can hear it now… “Friend of the Realm”!
We’re launching Power Defender on Kickstarter soon! Also, we’re running a contest right now with Power Defender samples. Hope you’ll take a look.
The Power Defender drink was developed to replenish nutrients and remove toxins that lead to hangovers and also severely degrade your overall health.
To your health and happiness… dilly dilly!
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