Bud Light (owned by Anheuser-Busch) follows up their bloody hilarious Game of Throne’s esq- “Dilly Dilly” commercial with the most delightful cease and desist I’ve ever heard about. If you have no idea what it is I write about please take one minute of your time to check out Bud Light’s original ad -- here.  

 

The “Dilly Dilly” commercials have been extremely popular for Bud Light. I even heard Steelers quarterback Ben Roethlisberger yell it out during Pittsburgh's Nov. 16th shellacking of the Tennessee Titans (40-17) -- proving Mr. Roethlisberger is indeed, “a friend of the crown.”  

 

The exact origin of the “dilly dilly” phrase is a bit unclear. A nursery rhyme titled “Lavender’s Blue”uses and “dilly dilly” phrase and dates back to the 17th century uses “dilly dilly” but it’s specifically clear exactly what “dilly dilly” means.

 

From Online Etymology:

 

“... perhaps coming from dillydally, 1741, probably itself a reduplication of dally (verb) meaning “to talk, converse,” possibly from Anglo-French dalier “to amuse oneself,” which is of uncertain origin.”

 

According to dictionary.com, the origins of “dilly” are in a shortening of the word “delightful” or “delicious,” probably from the 1930s. On its own, it has come to mean “something or someone regarded as remarkable or unusual.”

All that being said, due to the Bud Light commercial the phrase has come to light in modern day parlance. And so it is that Minneapolis based Modist Brewing Company, capitalized on the popular phrase and brewed a Mosaic Double IPA naming it, “Dilly Dilly.”

Which is cute but -- um -- problematic. Anheuser-Busch, it seems, believe they have own the phrase “Dilly Dilly” having copyright protected it for use with their Bud Light Ad. Normally, this would result in a corporate lawsuit which Anheuser-Busch, with their clear and strong claim to the phrase and, of course their endless bank account -- would win.

And that all starts with a legal piece of paper (or email) called the “Cease and Desist.” This the first way to tell someone, “Hey! We own that! Please don’t use it again!”

And then you have a choice. You can cease and desist from using said phrase. Or you can fight. And if you fight it can get nasty. And expensive.

So when Modist Brewing Company released “Dilly Dilly” it could have gone very poorly for them. But release it they did!

And that’s exactly when Bud Light sent their Cease and Desist (and a pair of Super Bowl tickets) -- in the form of  medieval tower cryer complete with a parchment scroll “cease and desist” that he read to the MPLS based brewery -- and it was all in good fun. The full text of the scroll:

“Dear friend of the Crown, Modist Brewing Company. Congratulations on the launch of your new beer, Dilly Dilly Mosaic Double IPA! Let it be known that we believe any beer shared between friends is a fine beer indeed. And we are duly flattered by your loyal tribute. However, “Dilly Dilly” is the motto of our realm, so we humbly ask that you keep this to a limited-edition, one-time-only run. This is by order of the king. Disobedience shall be met with additional scrolls, then a formal warning, and finally, a private tour of the Pit of Misery. Please send a raven, letter or electronic mail to let us know that you agree to this request. Also, we will be in your fair citadel of Minneapolis for the Super Bowl, and would love to offer two thrones to said game for two of your finest employees to watch the festivities and enjoy a few Bud Lights. On us. Yours truthfully, Bud Light.”

Modist Brewing responded on their FB page with:

“That moment when Bud Light sends you a cease and desist for your #dillydilly release... via a scroll... written in olde english... read by an actual medieval person.. and then sends you to the Minnesota Super Bowl 2018.” and posted a video of the town crier performance.

Well played, Bud Light.

 

Dilly Dilly!

 

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