What 'Dilly Dilly' Means - And How Bud Light Came Up With Its Viral Campaign
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- Опубликовано: 9 дек 2017
- If you've seen or heard the phrase "Dilly Dilly" at your local pub or on social media in the last few weeks, you can thank Bud Light for turning the phrase into a cultural phenomenon. The company launched a series of ads created by the Wieden+Kennedy ad agency that has gone viral, thanks to their constant appearances during commercial breaks in NFL and college football games.
Recently at Business Insider's IGNITION conference in New York, we got to chat with the man ultimately responsible for the "Dilly Dilly" campaign: Anheuser-Busch InBev Chief Marketing Officer Miguel Patricio. We asked him about the origin of the campaign and - with the Super Bowl looming - if the brand has any plans to make any new "Dilly Dilly" ads. Following is a transcript of the video.
Graham Flanagan: What the hell does "Dilly Dilly" mean?
Miguel Patricio: "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?"
[You can thank this man for the "Dilly Dilly" campaign. He's the Chief Marketing Officer of AB InBev]
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!
[The spot was created by the Wieden+Kennedy ad agency]
I think that one of the proofs of success, nowadays, from a cultural standpoint, is when you go to Amazon and you don't do anything, there are people already selling t-shirts. Two weeks ago, I went on Amazon. There were like ten different types of "Dilly Dilly" t-shirts. I said "Yes! That's it!"
It becomes a cultural currency.
Flanagan: You're suing all those people, right?
Patricio: No, no. We want everybody to "Dilly Dilly" in their life, so no problem. We are gonna bring more fun, more Dilly Dillys ... Super Bowl is pretty close. Maybe we'll surprise you with a Dilly Dilly soon. I don't know. Maybe!
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The bestman at my cousins wedding finished his speech with "dilly dilly". We cheered back with "DILLY DILLY!" and laughed... you got us Bud Light.
Speaking
9118Ray I wish everyone at that wedding was poisoned.
9118Ray CSB
I hope that was the Red Wedding.
@@ednakrabapoly Same. Complete and total absolute cringe. I wish divorce upon them, and leprosy upon their children.
Beer marketing is truly the elite.
This man had to have received a HUGE raise after the success of this campaign
It's like that ad for staples where the dad is dancing for joy buying school supplies for his kids and having "the most wonderful time of the year" playing. It is pure genius.
I love these mediaeval dilly dilly skits, keep it up Bud Light!! Ya struck comedy gold!!
Fast forward to 2023, all squandered.
The first thing I thought of when I saw this commercial was the old song, "Lavender Blue." Lyrics start: Lavender blue, dilly, dilly
Lavender green
If I were king, dilly, dilly
I'd need a queen...
It was a pretty song. I can't be the only person who remembers it, but then again, I'm old, so...
Just wanted to say that dilly-dilly has been around before.
A penny for your thoughts, my deare.
The biggest version of the song came from 1959...Sammy Turner.
Wow, it goes back even further than I thought! Thanks!
The original song was written in the 17th century. It was re-written in 1949 and introduced by Burl Ives in a Disney film (So Dear to my Heart). Nominated for an Oscar and turned into hits by Ives, Dinah Shore and Sammy Kaye, all around 1949. Sammy Turner revived the song ten years later and had the biggest version of all. It's the favorite song of my youth, Turner's version that is and I knew all of this long before an internet existed...hehe
Marillion...inspired by Lavender Blue and turned into a very nice song called "Lavender". Bravo for your knowing post.
To the pit of misery! DILLY DILLY.
How about focusing on making a beer that isn’t just water mixed with tiny amount of alcohol?
That’s what craft beers and microbrews are for
I'd rather have a Dilly Bar from Dairy Queen.
Thank you, Sammy Turner, for "Lavender Blue (Dilly Dilly)" 1959.
He knows to forget the research and look at the customers, and to allow them to run with it without "suing everyone". Very shrewd. This will be around for a while because of his wise decisions.
When asked he doesn't even know what the word Dilly means!!, it took me about 5 seconds to google it and see that one of the meanings is the word, Delightful....wow!!
I love it. Dilly Dilly obviously means. Give us more money !! LoL
DIlly dilly!
Pittsburgh Steelers QB is using it for calling plays in games. Love it! Dilly Dilly 🍻
when someone says to you, "good job!" respond with "dilly! dilly!" or any time someone says anything to you, just nod and "dilly dilly!" them...what a lighthearted fun way to have a great day!
Give this man a keg of craft beer! He is such a genius of marketing and advertising.
Dilly dilly
It comes from a rap made up around 2009 about a guy named Robert Matt Ruttledge from Lexington,KY whos nick name is Dilly but lives in Colorado of you want to look him up. A lot of people were already throwing it around a long time. The nickname plus the comical praise rhyme/rap of him was heard and used many times at various events. It caught on and those who heard it started saying "Dilly Dilly".
When the world is running down, you make the best of what's still around.
From Dilly Dilly to Dylan Dylan.
I'd bet a case of palatable beer Budweiser's Super Bowl Ads will feature the "wazzup" dudes at the "dilly dilly" court!
My friend: corona light?
Me: no
My friend: Miller light?
Me: ?
My friend: bud light
Me: Dilly Dilly!
First 1k like! Haha been on here for more than 10 years and never have seen that 👍🏼
If I took a bath, farted in the water, bottled it and sold it bud light would come in 2nd to my brew. Sad beer ment for people with no taste.
Nick M To the pit of misery Doug...DILLY DILLY!
...and better spelling skills.
Nick M Way to go social beer warrior, you tell them how superior your hops and barley are, with their inferior mainstream canned alcoholic beverages manufactured to be consumed by the unindoctrinated masses. May you be the fastest to the porcelain goddess with your trendy craft beers and IPAs. You sir are truly the superior alcoholic.
DILLY DILLY!
Nick M. You truly are an enemy of the King.
Dilly Dilly!
Adam GS , I drink scotch... like an adult.
Glad I read this I had no idea what "Dilly Dilly" was that I was a moron
Actually, "Dilly dilly" has been around for over 300 years - one use is as a recurrent "nonsense sound" included in song lyrics (much like "tra la la," "fa la la la la," and so on. I've seen some suggestions that it's a euphemism for "dallying" (sex) - I'm not familiar with that usage, but it sure could be. It had a bit of a renaissance when Disney attached it to one of their movies (I forget which... I actually had it on a "Disney's Greatest Songs from the Movies" LP while growing up - "Lavender Blue (dilly dilly), Lavender Green..." sung by Burl Ives, if I recall.
Anyway, not new at all.
KidIndigo1 thank you! It’s been bugging me that Bud Light is just allowing people to believe that they plucked “dilly dilly” out of the ether when it’s been around since the 17th century, kind of like “huzzah.” The Disney record you’re thinking of could have been Dinah Shore’s recording from the 40s.
KidIndigo1
THis guy doesn't even know his own ad campaign. DIlly is very much a real word that means delightful, remarkable or outstanding.
Dilly dilly
I love. Think its funny as hell. I have it as my Test notification sound.
So cool -we want everyone to Dilly Dilly their lives !!
"Fraaaty, out of touch humor" and guess what? It sold beer and made 0 people angry. That folks, is a marketing person 👍
My name is Dylan. I suffer for this commercial. I love it.
Dilly Dilly
After Dylan Dylan Budlight went straight to the Pit of Misery !
The most baffling thing about this is not what Dilly Dilly means, but that everyone is treating this like it's a brand new ad. The first one, with the guy and his 'honey mead wine' that he's really been into. I swear, this is at least a few years old? Hasn't anyone seen this before? I'm trying to find some information on when it first aired, but it keeps pointing back to just a few months ago, and I know it's wrong.
I don't drink anymore been right at eleven years now.dilly,dilly.👍🍻👍🍺 butt I like the budight adds.so keep up the dilly, dilly's.
Never heard of this until now
Football people will get it
Dilli is short for DILLIGAF,,,Do I Look Like I Give A F**K....google it !
+Justin L9 "football" people = fat brainwashed fuck nothing's who sit in one spot for 16 hours every Sunday because "fooooobal...."
Babadoo Onetwo if you think a football game lasts 16 hours then ....
do you live under a rock
Wow!!!!. Dilly dilly!!! Wound up Killy Killy to Tranheiser Bush!🤣🤣🤣🤣🤣
Oh, What Have You Got for Dinner, Mrs. Bond?
Nursery Rhyme from 1877
"Oh, what have you got for dinner, Mrs. Bond?"
"There's beef in the larder, and ducks in the pond;"
"Dilly, dilly, dilly, dilly, come to be killed,
For you must be stuffed, and my customers filled!"
"John Ostler, go fetch me a duckling or two,
John Ostler go fetch me a duckling or two;
Cry dilly, dilly, dilly, dilly, come and be killed,
For you must be stuffed, and my customers filled!"
"I have been to the ducks that are swimming in the pond,
And they won't come to be killed, Mrs. Bond;"
I cried, "Dilly, dilly, dilly, dilly, come and be killed,
For you must be stuffed, and the customers filled!"
Mrs. Bond she went down to the pond in a rage,
With plenty of onions, and plenty of sage;
She cried, "Come, little wag-tails, come, and be killed.
For you shall be stuffed, and my customers filled!"
Bud light, the beer you drink if your wife wears the pants.
New favorite phrase
My brothers name is Dylan and my dad always calls him dilly and Dylan hates it😂. And when that commercial came out...oh God
What a coincidence...is you brother the infamous Dylan Mulvaney (the tranny)..
If so this is so ironic😂
Love it, Dilly Dilly!
Jose Lopez III dilly dilly
love him! he's so fun! dilly dilly everyone lol
Hey can you guys bring back the Budweiser frogs and the Bud Bowl not to many people remember that from way back Dilly Dilly 🍻🍻
The chief marketing officer had no idea what he is talking about. He should talk to the people who should get the credit. They know what went into this campaign.
That's what my mc.donalds team does when we are bored and it's slow lol
Are you kidding me? there was a song "Lavander Blue Dilly Dilly" sung in the mid 1800's , and recorded in 1958. en.wikipedia.org/wiki/Lavender%27s_Blue
Nobody came up with it out of thin air.
'
My hockey team won a tournament and someone raised the banner up and said dilly dilly lmao
Fuuzzzy DILLY DILLY!
This is all marketing hype, of course. The phrase "Dilly Dilly" is never spoken in 'Game of Thrones," but is repeated again and again in the Sammy Turner 1959 hit song, "Lavender Blue" (ruclips.net/video/cQamRxRj6PE/видео.html), which even has the ending verse of "If I were king, Dilly Dilly... if I were king...". I will concede that the *tableau* of the ad has a Game of Thrones-ish vibe, but come on... the words "Dilly Dilly" are from that song. It is simply a fact that most people alive today will not have heard that song or care about a 1959 hit, not matter how much air time it got. "Game of Thrones" is a more savvy marketing move to make reference to one of the most (if not THE most) popular television series of all time.
"Lavender Blue (Dilly Dilly)" was recorded by many, but Sammy Turner made it truly famous with his great version in 1959 (#3 on Billboard). At that time the catchphrase was everywhere. The original song was written in the 17th century...now it's back again. It will possibly never die...only Bud drinkers.
Tom Regner Oh Shut up Doug
Marillion 1985, in a 3 part song with Pseudo Silk Kimono and Kaliegh.
Happy Dilly Dilly Christmas to all my Bud Light friends!!
Amazing... Dilly dilly!
the success is bought, at least in part, to be fair. the ads cost tens of millions
Mathew Goode to Amy Adams in "Leap Year": "Dilly Dillying your way acoss the country!"
You have to applaud the creativeness and persistence of this campaign. They went against the research. Yeah, it will become the hated catch phrase, but you know it and you know where it came from so their job is done. Remember WASSSSUP??!?!?!!?
So we ignore a song from 1948 called lavender blue. It uses Dilly Dilly and was even used in the live action of cinderella. I think he isn't the original person to think of it at all. Nor does bud wiser own dilly dilly so they can't sue at all.
Dilly Dilly means Cheers.
I love these Dilly Dilly commercials and I don't even drink!
Old 50's song called Lavender Blue uses "dilly dilly"...
Dilly Dilly - Agreed! Cheers!
Meh not as good as the real men of genius ads they used to do
angelganon remember they called it "real American heros" until 911?
Brett Barker yeah I do all.of those were the best
Go back even further to the lizards. "Hey Frankie, I'm thinkin about coming over tonight with that weasel I met last weekend." Those were all over radio in the mid 90's and everybody talked about them.
There’s an actual place called Dilley It’s in TX and the funny thing is that I live there
Dilly dilly was used back in the 50's/60's as the name of a girl in the song " Lavender Blue". Could have origins b4 that.
It’s Dilly awesome!!
Fun and beer 🍻🤓who knew?
Dilly Dilly!! 🍻
"Here here"
Dilly stands for 'Dylan with a willy', it's been a long time campaign leading up to current time.
Bud Light just GoTed themselves
DILLY DILLY!
Dilly Dilly was a real phrase, it's in the song "Lavenders Blue"
Not as bad as everyone saying “Yolo” my whole senior year in 2011-12 that was major Torcher!!!! 😬
Chuck Norris started saying this 17 years ago after he round house kicked a guy
and 5 year later, we all know dilly dilly mean dylan mulvaney
My name is Brad and my dog has been named Dilly Dilly for 6 years. No shit. Sir fucking Brad! :)
Are you kidding? It is from the song. “Lavender blue dilly dilly. Lavender green. Dill dilly. I will be king. Dilly dilly. You will be queen. “ he does not know that?????
Once again it doesn't take much to entertain the millennial crowd!
Buster Chappell Because nothing foolish came out of your generation like "pet rocks" or anything.
I think we still have a Chia pet somewhere.
Or Lava Lamps, polyester bell-bottoms, and Tiny Tim, 8-track tape players, Primal Scream, and other cultural milestones.
We did it because of Game of Thrones. Give that person a raise.
"Dilly Dilly" came from a song called "Lavender Blue," done by Sammy Kaye in 1948.
Listen, it's in this song: ruclips.net/video/KQq-C9UOQA4/видео.html
**h8Te this cRaPpy beeR, lovE theSe fuxKin' coMMeRciaLs thanKs foR the expLanaTion bRuh.!!** 👌🎉👏
Anybody else suddenly realize just how intense the dilly fuckin' dilly is in your subconscious?! It's the new 'wazzup...' Dilly Dilly!😠Ugh dammit!
Must be the lavender blue case
I love it. And I agree. We all need a little nonsense here and there.
It does have meaning and one of them meanings is cheers and there are others so instead moaning broaden your intelligence and look it up
I was at a San Jose Sharks game a few weeks ago and i was walking up the stairs against the traffic and got in peoples way. i panicked and said "Dilly Dilly" and everyone in the section yelled "Dilly Dilly". Fuckin hilarious
Oh for crying out loud. You got it from "Lavender's Blue," from Patrick Doyle's score for Disney's 2015 Live-Action Cinderella.
It's the store I work at name
Horatio Sanz works for Bud-Light now ?
DILLY DILLY!!!
It's a song from cinderella
Dilly dilly!!
At my school "our moments of nonsense and fun " are every 2 seconds , a kid in our class has a youtube channel and he did a bunch of dilly dilly commercials on it btw his channel is "Justin dragon" and dilly dilly " " is the new thing? " " that every one says and does;: oh and by the way I'm not a grown up i cant get rid of the profile picture.
Dilly Dilly is in the Marillion song Lavender ,meaning delicious
Go with your gut!! DILLY DILLY
PHILLY PHILLY
its mean dilan mulvaney, dilly dilly
They were not the ones who came up with it. Go look up the song Lavender Blue(dilly, dilly). It's from like the 50's
And who knows where it came from before then
dilly dilly
I don't drink! Dilly Dilly!!! To all!!!
I'm just puzzled as to why people drink swill beer like Bud, Miller, Coors, etc., when there is much better beer available.
It worked so well that Budweiser is no longer the best selling beer. Since most all American beer is foreign owned, I Drink Canadian. .
It's fun and silly dilly dilly!
Dilly is my other halfs name lol