To put Bud Light back where it belongs, shared amongst friends across the country, we created a campaign and inescapable phrase that had people saying two simple words, DILLY DILLY! The campaign centers on a medieval banquet where people bring gifts to the king, those who bring Bud Light are greeted with an approving, “Dilly Dilly,” those who don’t, like the unfortunate Sir Doug, are banished to the pit of misery. These two simple words, “Dilly Dilly,” were adopted by friends across the country and had everyone talking about Bud Light. It started in sports and then quickly went mainstream with people everywhere using it for greetings, cheers and even making bootleg gear for it. Dilly Dilly has truly put Bud Light firmly back amongst friends.