Bud Light's medieval "Dilly Dilly" campaign is arguably the biggest beer ad hit since Dos Equis' the Most Interesting Man in the World. But despite the buzz, Miller Lite marketer Greg Butler is not wallowing in a pit of misery—because he says sales trends are on his side.
"I get a ton of people saying, 'Are you going to do something like Dilly Dilly?' And I'm like 'No, I have to sell beer, not sell a meme,'" says Butler, who's overseen Lite for the past three years. "'Dilly Dilly' has become a new phrase for cheersing, but it's actually not driving Bud Light volume. My job is actually not to sell culture, it's actually to sell beer. And the reality is it's not selling beer."
In truth, Miller Lite and Bud Light are both in decline, as the brews fight off competition from spirits and craft brews. But Bud Light is falling faster, giving hope to MillerCoors executives that Lite's strategy, while failing to grab "Dilly Dilly"-like headlines, is working.
Bud Light is still the nation's biggest beer by far, ending 2017 with a 15.4 percent market share measured by shipments, according to Beer Marketer's Insights. But its shipment volumes fell 5.7 percent, compared with a 2.8 percent drop for Lite, whose market share is 6.1 percent. Both brands are still stuck in decline this year, but Lite keeps getting the better of its larger competitor. Bud Light's retail sales volume fell 6.8 percent in the four weeks ending Feb 10 (which includes the all-important Super Bowl period), compared with a 3.5 percent drop for Lite, according to Nielsen data recently cited by Beer Marketer's Insights.
Chill out Greg Butler, "Dilly Dilly" died quicker than Danson and Highsmith in The Other Guys.
In BL smooths' defense it wasn't the commercials (I still sort of like them) that made me and many other people hate the phrase. It was over-saturation and fuckboi losers who would scream it every 2 seconds. There are upwards of 2000 other words you could say. Don't need to throw in a "Dilly Dilly" after someone holds the door open for you. I was at a Patriots game in December and this dude in front of me literally said "Dilly, Dilly Mother Fucker" after every play that resulted in positive yardage and it made me want to go to pit of misery just to get away from him. Yeah I might have texted stadium security to get him, so?
What I don't like or understand here is this ad boy bashing on memes. No, no, no child, now you've got me upset. Bashing memes is a great strategy to have all of the internet turn on you. Because it doesn't matter who you are: Black, white, straight or going to hell (jk). Everybody loves memes, there's memes for all types of people. There's garlic bread memes, Seinfeld memes, I want to kill myself and am liking these memes as a cry for help memes. That's just the tip of the iceberg. There's memes about being middle class and happy, memes about connect four, memes about Smash Mouth. Memes about Snuffy, Al, Leo... Little Moe with the gimpy leg, Cheeks, Boney Bob, Cliff. I could go on forever baby. Even Tom Brady likes memes and he won't even touch a tomato.
Maybe learn a thing or two about the art of the meme and realize that "Dilly Dilly" does not fall under that umbrella. It's a catchphrase. Do you even instragram bro?
Cause I do and I follow about 182 meme accounts including all the ones I gave as examples, so I'm going to ask nicely that you respect what is and is not a meme. Perhaps if you were more aware of your surroundings Miller Lite shipments wouldn't have dropped 2.8% last year.
I definitely am a basic Bud Light bro, but will drink Miller Lite in a pinch. So I don't want it to seem like I'm biased against Miller Lite. I don't hate it and tbh I as a fan of throwback uniforms I love how they brought back their 70's can. It's a great look and for sure impacted me opening my horizons in watery beer to include them once and a while.
That being said can you please get off your high horse Mr. Ad Man? You sound like a salty little high school girl mad at the hot chick for getting more attention than her. Cause even if the numbers say Dilly, Dilly didn't really help boost Bud Light sales I'd still have to call it a win for the company. When you say "Dilly, Dilly" Bud Light is likely the first thing that comes to mind. Any publicity is good publicity and this campaign has gotten Bud Light hella exposure nationally. It got people talking about Bud Light more, and high school kids love to say it too, so when they can buy beer once they get fake IDs they'll help boost those dwindling numbers. It's called playing the long game, sweetie.
In closing. Don't act like you're above Anheuser-Busch because they won this round of the ad game. Your time will come again.
R.I.P.I.P. Wendell Middlebrooks (no relation to Will even though they both (basically) died in 2015)