Bud Light’s Dilly Dilly catch phrase
The first commercial that included the Dilly Dilly phrase came in 2017 during the Super Bowl, where millions of people are sitting in front of their T.V.s for the big game. With that many people watching and the price tag to run a commercial during the Super Bowl, it is important to make the commercial a good one. The commercial was based in medieval times where a king was getting gifts from the people he ruled over and most of the gifts were Bud Light. However, one man wanted to give him something else and he banished him to “the pit of misery” which was received well by everyone who then cheered “Dilly Dilly”. For a while after the commercial aired “Dilly Dilly” was being chanted almost everywhere along with it people drinking Bud Light. This commercial made a huge impression on many beer drinkers and college students. My girl friend even got me a Dilly Dilly Bud Light shirt for my birthday, which I have seen many variations of. This goes to show how one commercial can influence people to spend money on that specific product along with other products from that company. Since this commercial first aired Bud Light continued with the medieval theme due to the amount of success it has had, up until the start of 2020 where they began promoting their new seltzers.
Bud Light’s Success
The new Bud Light seltzer is something that has gained a lot of popularity over the past couple years. Spiked seltzers have been in high demand lately and have been adopted by some of the largest beer industries on the market such as Bud Light, Corona, Natural Light, and, the original, White Claw. With the increase of popularity surrounding seltzers due to their taste, low calories, and being drank by women and men more than before, Bud Light entered the market at the right time. Bud Light noticed that the beer sales were declining and making a seltzer was the best way to stay competitive in a changing market.
“Seltzers surpassed $1.5 billion in in-store sales by the end of 2019, according to the most recent data from Nielsen. And the segment continues to maintain triple-digit growth rates, up 213 percent in dollar growth this year. The number of hard seltzer brands has nearly doubled in the past year. There were around 22 major brands on the market in 2018, and today there are more than 40.” https://www.foxbusiness.com/markets/budweiser-anheuser-busch-bud-light-seltzer-white-claw
Bud Light did well with their research to understand the best ways to get into the spiked seltzer market by tagging the right words to find out what people were looking for. Their ads regarding their new sale of seltzers now puts one of the biggest beer names in the world in a position to succeed even more.