If you’ve watched any TV over the past few months, you’ve probably seen the ever popular “dilly dilly” bud light commercials. Bud light started airing these commercials a few months ago, and since then the phrase “dilly dilly” has gone viral. But why did this phrase catch on?
Bud light admitted that these commercials didn’t do well in testing but they decided to go ahead and put them through anyway. I believe that the phrase “dilly dilly” caught on because of the light-hearted nature of the phrase. It has no meaning or tie to bud light, but is simply meant to be a funny phrase people can say while drinking bud light. I think it allows people to come together while drinking beer, which is a large part of its success. I also believe that it is something new and fresh and people really liked that, but the big question mark, is will this actually sell beer?
According to Beer Marketers Insights, Bud Light is still on track to have its worst year ever, and what is even more surprising is Bud Light has slipped even farther off track in the last four weeks. Bud Lights “dilly dilly” commercials came out several months ago, so for Bud Light to still be heading towards a downward trend is bad news. Per Nielson all-outlet data, Bud Lights case volume and sales dollars were each off 8.6 percent approximately four weeks ago, and have gradually been slipping farther off pace since then.
I believe that Bud Light still has a chance to turn things around, and maybe the sales increases due to the commercials will have a delayed effect, however given its current numbers things are not looking positive. I found this very interesting, given the fact that people across the country are using the phrase “dilly dilly”. I think this is a perfect example of a marketing tactic, that though it went viral on the web and may have people talking about it, it didn’t actually get people to buy the product.