A campaign for Bud Light, by Wieden and Kennedy Agency

part 1: bud light, anheuser-busch inbev

Client/Company Brand History.......................................................................4
Previous Campaign Approaches.....................................................................6
Target..........................................................................................................................7
Competition.............................................................................................................8
Agency of record/Profile...................................................................................9

part 2: bud light’s dilly dilly campaign

Campaign purpose................................................................................................12

Target Market...........................................................................................................12
Dates............................................................................................................................12
Style..............................................................................................................................13
Promotional approach mix..................................................................................14
Media used to deliver campaign.......................................................................15
Costs.............................................................................................................................15
Target’s reactions......................................................................................................15
Chatter about campaign........................................................................................16
Campaign uniqueness/memorability.................................................................16
Campaign extensions or alterations..................................................................17
Legal details.................................................................................................................17

powerpoint slides...........................................................................................................18

citations...................................................................................................................................20
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 Anheuser-Busch InBev, Bud Light
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 client/company/brand history principals
• In 1860 a soap manufacturer named Eberhard Anheuser bought a failing brewery from George Schneider. Although Anheuser was un-knowledgeable about the industry • Adolphus Busch’s philosophy was that “natural ingredients be used to distinguish the company’s fine brewing from the lower-quality brewing of other beers.”
of brewing, he was determined to make this brewery successful. Anheuser hired his son in law, Adolphus Busch, who has been to school to learn about brew mastering. (Gasbarre, 2017)
The two men started their business off strong with a combined knowledge of business and brewing, and in 1879 the company became known as Anheuser-Busch.
(Gasbarre, 2017)

• Throughout the years of the prohibition, Anheuser-Busch struggled to stay alive by creating canned malt syrup and a soft drink called Bevo. After the prohibition,
financial reputation
Anheuser-Busch had a hard time selling beer because people weren’t used to the bitter taste of beer anymore. They created a campaign called the “five-day test,”
promising consumers that they would prefer the classic bitter beer over new sweet beers after just five days of drinking it. (Gasbarre, 2017) -In 2017, Anheuser-Busch InBev had a revenue increase of 0.5% from 2016 putting them at $12,626.2 million dollars. (Stivaros, 2017)

• Anheuser-Busch continued to advance their industry in different ways including the development of canned beer in 1936. (Gasbarre, 2017) -Their operating income decreased 0.8% from 2016, putting them at $4,316.9 million dollars in 2017. (Stivaros, 2017)

-From 1935 to 1950, Anheuser-Busch’s demand was significantly greater than its supply. They developed an aggressive advertising practice and in 1933 they introduced their -Anheuser-Busch InBev is part of the Euronext New York stock exchange. (Gasbarre, 2017)
famous Clydesdale horse campaign, focusing on a patriotic image. In response to Anheuser-Busch’s competition, Miller Brewing Company, introducing a light low calorie
beer, AB came out with Natural Light, Michelob Light, and Budweiser Light (Bud Light). (Gasbarre, 2017) -AB stocks dropped dramatically in 2016. The campaign “Dilly Dilly” which was launched in August of 2017 showed a slight increase in stock performance from
July 2017. (Nasdaq, 2018)
-In 1981, the company formed Anheuser-Busch International, Inc. to become more well known in the global beer market. By 1933, AB achieved this goal as its beers were
sold in 21 European countries and ranked as the most popular in many of those countries. (Gasbarre, 2017) -Anheuser-Busch started July with a share price of $111, which rose to $123 a share in mid-August At the end of August it dropped down to $117 and stagnated.
(Nasdaq, 2018)
• AB had the largest export volume of any American brewer in 1933.
In the 1990’s the craft-brewing industry rapidly grew, the three biggest domestic brewing brands (Anheuser-Busch, Adolph Coors, and Miller Brewing Company) had a new
group of competition. (Gasbarre, 2017) corporate social responsibility
• Different from other domestic companies, AB scaled back its operations during the 1990s, and “in 2002 they had a record breaking year, shipping 101.8 million barrels of • Anheuser-Busch is in the top five consumer product companies across the world. (Strautmanis, 2016)
beer.” (Gasbarre, 2017)
• They are dedicated to quality and heritage throughout their products and company overall. (Strautmanis, 2016)
• In 2006, AB bought the Rolling Rock brand from InBev brewing company for $82 million. (Gasbarre, 2017)
• Focussed on being diverse both geographically and marker wise, they work hard to be the “Best Beer Company Bringing People Together For a Better World.”
(Strautmanis, 2016)
• In 2008, Miller and Coors merged their two companies becoming an increasing threat to Anheuser-Busch. (Gasbarre, 2017)
• Anheuser-Busch InBev was ranked number one in social responsibility in Fortune Magazine’s “World’s Most Admired” beverage companies list. (Strautmanis, 2016)
-In 2008, InBev bought Anheuser-Busch for $52 billion dollars, becoming Anheuser-Busch InBev - the largest brewer in the World, based in Leuven, Belgium. (Gasbarre,
2017) • They focus on this social responsibility by “promoting responsible drinking, protecting the environment, and giving back to the communities in which we live and work.”
(Strautmanis, 2016)

-In 2013, the company bought Grupo Modelo SAB for $20.1 billion. (Gasbarre, 2017) • Anheuser-Busch InBev partners with “parents, government officials, community organizations, retailers and others” to deliver these social responsibility programs.
(Strautmanis, 2016)

-In 2015, AB InBev bought SABMiller for $101 billion, which was the largest acquisition in the beer industry to date, and the third largest acquisition in any business. • One source described AB’s incredibly committed CSR by saying, “from promoting responsible drinking messages on some of the world’s most watched television
(Gasbarre, 2017) programming, to turning coconut husks into renewable energy to fuel breweries, to volunteering in the community, Anheuser-Busch InBev and its employees are
committed to making a difference.” (Strautmanis, 2016)

-Now, AB InBev has acquired nearly all its real competitors, with its closest competitor being Heineken. (Gasbarre, 2017)
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 image target
• Anheuser-Busch InBev has stayed true to a patriotic image for the majority of its lifetime. This image was especially prevalent during WWII, along with their • In the United States domestic beer is the most preferred alcoholic beverage during happy hour (Grocery Headquarters, 2017).
Clydesdale horse advertisements. (Gasbarre, 2017)

demographics/geo-demographics
importance/benefits to consumers
• Bud Light was consumed and served in 13.7% of American households with over 125k in total income and in 13.2% of American households with over 200k in total
• With millennials now making up 25% of legal beer consumers in America, Bud Light’s importance on brand authenticity becomes one of their main focuses. However, income. This put Bud Light in third place for most common beer served in affluent American households behind Samuel Adams and Corona (Ipsos, 2018).
such a large corporation struggles with positioning themselves as a authentic brand up against small craft breweries, so they position their authenticity as traditional.
The focus on their authentic traditional brand has become a large success since the rebranding in 2016. (Skillen, 2016) • Within the United States 32% of adults consider beer to be affordable, which makes it an appealing alcoholic beverage to lower income households (Bloom, 2017).

• A third of young beer consumers seek out low prices when choosing what brand to purchase, however, a National Consumer Survey shows that these young shoppers
are not just looking for the cheapest option, but the best value (Bloom, 2017).
ingredients/composition and source • Over a 30 day period in the spring of 2017 there were 29.04 million Bud Light consumers in the U.S. who were 18 years or older (Nielsen, 2017).
• The ingredients in Bud Light include: water, barley malt, rice, yeast, and hops. (Freeburn, 2014)
• In 2017 it was reported that 61% of American men drank beer. In 2017 it was reported 39% of American women drank beer, however, that is compared to the reported
29% in 2015 (Bloom, 2017).
• A 12 fluid ounce can of Bud Light contains: 4.2% alcohol, 110 calories, 0 grams of fat, and 6.6 grams of carbs. (Calories, n.d.)
• In 2017 half of American beer drinkers were between the ages of 22-44 while the remaining half were 45 years or older (Bloom, 2017).
• Anheuser-Busch is Headquartered in Leuven, Belgium. (Stivaros, 2017)
• It has been found that Hispanics in America are more likely to drink imported beer rather than domestic (Bloom, 2017).
• Bud Light has been brewed in Houston, Texas since 1982. (Texans, 2017)
• A study showed that one in three American beer drinkers prefer to drink light or low calorie beer (Bloom, 2017).

• In 13 states nationwide Bud Light is the beer that is most likely to be found on bars menus in those states including Florida, Nevada, and Texas. This is followed by 6
previous campaign approaches states having Coors Light and another 6 states having Miller Lite listed most frequently on their bars’ menus (Kopt, 2015).
• The Bud Light Superbowl commercial from 2016 played back on one of Bud Light’s famous campaigns from the 1980s. The advertisement was encouraging viewers to
drink with their friends. It played on the themes of “The Christmas Carol,” using their old Spuds McGhee as the ghost. The tagline was “famous among friends” and the
commercial ended by saying “you’re not just hear for the party, you’re here for the friendships.” (Previous, 2017) psychological profile
• It is reported that 42% of US adults are actively trying to lose weight, which had a quarter of American beer drinkers claiming to have drank less beer in 2017
compared to 2016 in order to consume fewer calories (Bloom, 2017).

• American adults are most likely to purchase alcoholic beverage for “off-premise consumption” at supermarkets (Bloom, 2017).

• The highest scoring motivating factor to consume alcoholic beverages for American adults is for relaxation (Bloom, 2017).

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 attitudes towards packaging agency of record/profile
• In 2017 60% of American beer drinkers reported that beer brand was an important factor, 44% said beer style was important, and 25% said pack size was important history
(Bloom, 2017). • Wieden and Kennedy was founded in 1982 by Dan Wieden and David Kennedy in Portland, Oregon. The two met at McCann-Erikson in 1980 while they were both
working on Nike’s account, a client the pair took with them in 1982. By 1990 W&K became one of the most widely popular ad agencies in the country. The men often
• This goes along with the two thirds of American adults that what to see the nutritional information about the alcohol he/ she is purchasing directly on its packaging referred to their agency’s work not as just advertising, but overall communication (Rothburd, 2006).
(Bloom, 2017).
organizational structure
• Having a brand story on the label of an alcoholic beverage was an “indication of quality” for 48% of American shoppers in 2017 (Bloom, 2017). • W&K has around 1,400 employees within its eight offices in Portland, New York, Sao Paulo, London, Amsterdam, Delhi, Shanghai, and Tokyo. In 2016, W&K shifted to
a shareholder model. Its structure formerly was a nine-person partner group, but was changed in 2016 to a 24-person global stakeholder group. The agency made this
• In one study when canned beer and bottled beer were compared for quality and bottled won, participants said that glass bottle packaging added to the perception of change to better reflect the agency and its present day functionalities. Dave Luhr, the company’s global president, said the agency had outgrown just a nine-person
higher quality (Bloom, 2017). leadership because of the existing amount of offices, voices, and disciplines that the agency reflects (Stein, 2016).

reputation
• CEO of Bud Light, Carlos Brito described W&K as having “an amazing track record.” He went on to comment about his utmost confidence in W&K’s capabilities of
competition handling a brand as large as Bud Light (Schultz, 2015).

• Bud Light is the most popular beer in the U.S. In 2016 Bud Light shipped 33.8 million barrels which is twice as much as Coors Light, the country’s second most popular length of association with client brand/ service
beer company shipped during that year (Stebbins, 2017). • Bud Light signed Wieden & Kennedy after their third quarter sales in the fiscal year of 2015 were still down and have been with the agency ever since (Schultz, 2015).

• Bud Light’s worldwide brand value in 2017 was $11.945 billion. This put Bud Light in second place behind Budweiser while Heineken was in third, Stella Artois in fourth,
and Skol in fifth place for most valuable worldwide beer brand in 2017 (Brown, 2018).

• Bud Light was the leading domestic beer in the United States for the year 2017 with over two billion dollars in sales. While in second place came Coors Light with over
one billion dollars in sales, third place Miller Light with 899 million dollars in sales, fourth place Budweiser with over 717 million dollars in sales, and fifth place Michelob
Ultra with over 631 million dollars in sales. These beer sales came from “supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar
retail chains” all over the country (Grocery Headquarters, 2018).

• Bud Light was consumed and served in 13.7% of American households with over 125k in total income and in 13.2% of American households with over 200k in total
income. This put Bud Light in third place for most common beer served in affluent American households behind Samuel Adams and Corona (Ipsos, 2018).

• In 2017 Bud Light came in sixth place for the most positively perceived beer brand among consumers in United States behind Samuel Adams, Corona, Budweiser,
Heineken, and Stella Artois (YouGov, 2018).

-A-B InBev controls 37% of beer sales in the United States followed by MillerCoors which controls 22%, Constellation Brands which controls 11%, and Heineken which
controls 5% (Millward Brown, 2017).

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 Bud Light Dilly Dilly Campaign
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 campaign needs/purpose style
• In 2017 Bud Light had their biggest annual volume decline ever in sales a 5.7% decrease. That year Bud humor: hehind the tagline
Light suffered from losing .8% of the market. (Dilly Dilly, n.d.) • When Miguel Patricio was asked what “Dilly Dilly” actually meant and he said that it doesn’t specifically
mean anything and that is what’s so great about it. When the creatives were trying to come up with “Dilly
• The purpose of Dilly Dilly is to first get the brand back in the minds of the consumer and then get the Dilly” they wanted something in the same vain as cheers or huzzah.
product in their hands. (Dilly Dilly, n.d.)
• When you look up “Dilly” in the dictionary it means “an excellent example of a particular type of person
• Since Dilly Dilly, Bud Light earned 2 billion media impressions up to mid-January. Also there was a 14 or thing” and its is an adjective for “delightful”.
percent positive sentiment increase on social media. (Nudd, n.d.)
• Overall the dictionary meaning and what the creatives intended are pretty similar but the term has taken
• The campaign completely altered the way the public sees Bud Light. Every month there are 300,000 off and evolved due to fans and commercials. (Cheatle, n.d.)
google searches. (Nudd, n.d.)

target market(s)
tones
• They wanted to be the beer that people could count on. When someone brings Bud Light to a party it
is to share compared to if they brought a micro-brew for themselves. (Curtis, C.) • Over time Bud Light has struggled in finding a tone for their brand. In the past when they tried humor
it backfired. Wieden & Kennedy, the ad agency believed that they could accurately pull off the playful
• The campaign was also targeted around people who watch game of thrones. Research showed that the brand.
campaign wouldn’t do well but they decided to go ahead with it. The campany said, “ consumers will get
it.” (Flanagan, G.) • Bud Light has been losing the market to wine, sprites and different types of craft brews. In one of their
first commercials they decided to poke fun of this idea by creating a Game Of Thrones type of scene
with a King and Queen. People are presenting the king with different volumes of Bud Light but then
someone presents “spices honey mead wine.” The King is not impressed and decided to banish the
significant dates peasant to the “pit of misery.” This is an example of how Bud Light is targeting a goofy and playful tone.

• The first commercial was aired in August 2017 and the campaign is still progressing today. (Dilly Dilly, • Bud Light employees believe that the product is fun, playful and friendly. (Schultz., n.d.)
2018)

• The campaign was created to air around the new season of Game Of Thrones and it is still going. The
most recent new commercials aired for the Super Bowl. (Flanagan, n.d.)

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 promotional approach mix media used to deliver campaign
interactive • Bud Light used a series of commercials centered around the slogan “Dilly Dilly” in a medieval setting
Battle of Beer Run where Bud Light is the most valued item in their world. (Cheatle, n.d.) The commercials were made to
• Battle of the Beer Run is a computer game where the player’s goal is to dodge the opposing knights to be aired around the new season of Game Of Thrones and football games. (Flanagan, G.)
pick up the “spoils of war” which is Bud Light. (Bud Light, 2018)

Your Team. Your Beer.

• Bud Light is pushing the fact that there drink is a drink to share with friends while watching the game.
To celebrate this idea Bud Light is tailoring their packaging to specific football teams in the NFL. Now
costs
you not only can watch your team together. You can also support them with a drink in your hand. (Bud • The average 30 second Super Bowl commercial in 2018 was five million dollars, an increase from
Light, 2018) 4.8 million dollars in 2017. Bud Light released a Super Bowl trilogy with three new commercials.
(Maheshwari, 2017)
social media
Hashtags
• There are 66,000 hashtags (#DillyDilly ) and still counting on Instagram. (Nudd, n.d.)

Friendship Sweepstakes on SnapChat target’s reactions

• Bud Light ran a promotional where you and three friends would get free tickets to the super bowl.
• To participate fans had to use Snapchat or another scanner to scan a Snapcode. The code would send • NFL players cheered “Dilly Dilly” during a game after scoring a touchdown. (Odell, 2018)
them to a sight revealing a football experience. Then they could register if they followed the directions
in the sponsor sweepstake banners. • The phrase appeared on student’s signs on College Game-Day on national television. (Odell, 2018)
• Open to people 21 years and older
• Aug. 14th - Dec. 31st 2017 (BUD LIGHT, n.d.) • Savannah Guthrie tossed them into the crowd of the “Today Show.” (Odell, 2018)

2017 Bud Light Dive Bar Tour • A family in Cranberry, New Jersey created a 45 minute long fan video, “Dilly Dilly Holiday Light
• A clip was filmed for a friendship experiment. The producers were testing to see if friends would give Extravaganza.” This tribute displayed the family’s life size “Dilly Dilly” sign in their front yard covered in
up their seats to John Mayer in a bar. If they didn’t they got tickets to his Bud Light Dive Bar Tour. (Bud thousands of Christmas lights. (Grathoff, 2017)
Light, 2017)
• Bud Light executives dressed up in the commercial’s medieval costumes and yelled “Dilly Dilly” from
free advertising the New York Stock Exchange’s balcony at the closing bell to celebrate their success. (Merevick, 2018)
College Game Day
• The company knew their work was catching on when they saw the first sign on College Game Day
sign. (Curtis, n.d.)

T-shirts
• In the eyes of the company, success was reached when they could go on amazon and see that people
were selling and buying “Dilly Dilly” T-shirts without them doing anything. At this point the term is
considered a cultural currency and pushes the campaign further. (Taylor, n.d.)

NFL Game Call

• Ben Roethlisberger, who plays for the Browns used the term, “Dilly Dilly” to call a play and was heard
by all through their televisions. (Nelson, n.d.)

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 chatter about the campaign campaign extensions/alterations
• “Dilly Dilly” was trending on social media with “over 175,000 mentions per month. (Nudd, 2018) • Budweiser had a similar marketing strategy with its “Whassup?!” campaign in 1999. This became a viral
catch phrase that resonated with a variety of demographics, just like “Dilly Dilly”. (Fra 2011)
• There has been over 66,000 uses of the hashtag #DillyDilly on Instagram. (Nudd, 2018)
• DDB Worldwide created this campaign for Anheuser-Busch. It ran from 1999 to 200. (Fra 2011)
• “Dilly Dilly” is googled 300,000 times per month on average. (Nudd, 2018)
• “Whassup?!” gained positive media coverage as the headline of Forbes magazine and appearing on
• The campaign has earned over 2 billion media impressions to date. (Nudd, 2018) Saturday Night Live. (Fra, 2011)

• “Dilly” was added to the Merriam-Webster dictionary on January 14th, 2018. “Dilly is a real word, • Christina Aguilera and LeVar Burton imitated the “Whassup?!” Budweiser commercial at the 2000
comes from an obsolete adjective meaning ‘delightful,’ sees a rise in lookups pretty much every Grammy awards. (Fra 2011)
Sunday.” (Nudd, 2018)
• In 2000 NBA basketball season the Sacramento Kings would yell “Whassup?!” at the end of the team
huddle. This matches the success of Dilly Dilly within the NFL fan base. (Fra 2011)

campaign’s uniqueness/memorability • “Dilly Dilly” and “Whassup?!” are both slang words with no concrete meaning. Just like “Dilly Dilly”, the
creators of “Whassup?!” did not expect it to have as much success as it did.
• This campaign had a unique marketing strategy that goes beyond just a commercial. They created ‘DDB’s Don Pogany talks about the phrases success, ‘It didn’t feel like advertising, it seemed different
their own Game of Thrones inspired universe, including medieval characters, costumes, and language. than anything else. And it seemed to be totally what Bud is about: camaraderie and friendship and
(Nelson, 2018) what guys do.’’ (Fra 2011)

• The campaign aired their first commercial during the finale of Game of Thrones, with an audience of
16 million people. (Gartenburg, 2017)
legal details
• The meme is unique because it allowed for customers to engage in free advertising. Fans took to
creating their own merchandise the day after the commercial was aired. There are hundreds of shirts,
• Budweiser has a trademark on the word “Dilly Dilly.” They filed for the trademark on September 20th,
jerseys, hoodies, all made my third-party companies. (Nudd, 2018)
2017. The registration of its trademark was completed on March 12th, 2018. (Justia Trademarks, 2018)
• The meme is memorable because it has many different meanings that resonate with a variety of
• A Budweiser competitor, Modist Brewing Company in Minneapolis, used the trademarked phrase
demographics. According to the VP of Bud Light, “Dilly’ doesn’t mean anything. That’s the beauty of it, I
“Dilly Dilly” by creating a Dilly Dilly Mosaic Double IPA. Budweiser responded by sending over an
think that we all need our moments of nonsense and fun. The phrase has taken on a life and a meaning
employee dressed in medieval attire and read a cease-and-desist scroll to the company. (The Drum,
of its own, thanks to fans of the commercials, and we’re more than happy to just be along for the ride.”
2016)
(Nelson 2018)

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 power point slides

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 citations Gasbarre, A. D., Covell, J. L., & Woodward, A. (2017). Anheuser-Busch InBev SA/NV. In J. P. Pederson (Ed.), International Directory of Company Histories (Vol. 189, pp. 20-26).
Farmington Hills, MI: St. James Press. Retrieved from http://link.galegroup.com/apps/doc/CX3656500013/GVRL.idoch?u=viva_jmu&sid=GVRL.idoch&xid=c816a87a
Bloom, Beth. 2017. Beer and Craft Beer- US- Oct 2017. Mintel. Retrieved March 10, 2018 from http://academic.mintel.com/display/794135/
Grathoff, P. (2017, December 19). This ‘Dilly Dilly’ themed Christmas display is over the top. Retrieved March 14, 2018, from http://www.kansascity.com/news/nation-world/
Bloom, Beth. 2017. Beverage Packaging Trends: Spotlight on Alcoholic Beverage Packaging - US- 2017. Mintel. Retrieved March 10, 2018 from article190515989.html
http://academic.mintel.com/display/812247/
Grocery Headquarters. (2017). Sales of the leading domestic beer brands of the United States in 2017 (in million U.S. dollars). In Statista - The Statistics Portal. Retrieved March
[Bud Light 2017] (2017, July 18). 2017 Bud Light Dive Bar Tour Trailer with John Mayer. Retrieved March 14, 2018, from https://www.youtube.com/watch?v=Ea2H2ir6um4 12, 2018, from https://www.statista.com/statistics/188723/top-domestic-beer-brands-in-the-united-states/.

-BUD LIGHT® NFL 2017 FRIENDSHIP SWEEPSTAKES ON SNAPCHAT. (December 31, 2017). Retrieved March 14, 2018, from http://budlightnflfriendshipsweeps. Justia Trademarks. (2017, September 20). DILLY DILLY Trademark Application of ANHEUSER-BUSCH, LLC - Serial Number 87615873 :: Justia Trademarks. Retrieved March 14,
rewardpromo.com/OfficialRules 2018, from https://trademarks.justia.com/876/15/dilly-87615873.html

[Bud Light 2017] (2017, October 12). Bud Light: Dilly Dilly! Retrieved March 14, 2018, from https://www.youtube.com/watch?v=9mGNhvkVT8Q Kopt, Dan. (2015). The United States of Beer. Priceonomics. Retrieved March 12, 2018, from https://priceonomics.com/the-united-states-of-beer/

Bud Light. 2018 Retrieved March 14, 2018, from http://www.budlight.com/en/battle-of-the-beer-run.htm l Ipsos. (2017). Brands of beer and ale consumed or served by people from affluent American households in 2017. In Statista - The Statistics Portal. Retrieved March 12, 2018,
from https://www.statista.com/statistics/241997/beers-and-ales-consumed-or-served-by-affluent-americans/.
Bud Light. 2018 Retrieved March 14, 2018, from http://www.budlight.com/en/nfl-page.html
Merevick, T. (2018, February 04). ‘Dilly Dilly’ Has Even Infiltrated the New York Stock Exchange. Retrieved March 14, 2018, from https://www.thrillist.com/news/nation/dilly-dilly-
Cheatle, J. (2018, February 04). ‘Dilly Dilly’ meaning: The story behind phrase from Bud Light commercials. Retrieved March 14, 2018, from https://www.monstersandcritics. super-bowl-nyse-video
com/smallscreen/dilly-dilly-meaning-the-story-behind-phrase-from-bud-light-commercials/
Millward Brown. (2017). Brand value of the leading beer brands worldwide in 2017 (in million U.S. dollars). In Statista - The Statistics Portal. Retrieved March 12, 2018, from
Calories in Bud Light - Calorie, Fat, Carb, Fiber, & Protein Info. (n.d.). Retrieved March 10, 2018, from http://www.sparkpeople.com/calories-in.asp?food=bud light https://www.statista.com/statistics/267937/brand-value-of-the-leading-10-beer-brands-worldwide/.

Curtis, C. (2018, February 01). DILLY DILLY! Here’s the story of how Bud Light came up with its viral catchphrase. Retrieved March 14, 2018, from http://ftw.usatoday. NasDaq. (2018, March 10). Anheuser-Busch Inbev SA (BUD) Stock Chart. Retrieved March 10, 2018, from https://www.nasdaq.com/symbol/bud/stock-chart?intraday=off&timefr
com/2018/02/super-bowl-ads-bud-light-dilly-dilly-origin-story-wieden-kennedy video ame=3y&charttype=line&splits=off&earnings=off&movingaverage=None&lowerstudy=volume&comparison=off&index=&drilldown=off&sDefault=true

Dilly Dilly is a hit, but Bud Light sales are still stuck in a rut. (2018, January 29). Retrieved March 14, 2018, from http://www.millercoorsblog.com/news/dilly-dilly-has- Nelson, D. (2018, February 04). What Does Bud Light’s ‘Dilly Dilly’ Commercial Mean? Retrieved March 14, 2018, from https://www.thrillist.com/news/nation/bud-light-dilly-dilly-
captured-americans-attention-but-bud-light-continues-to-decline/ meaning

Dilly Dilly. (2018, February 10). Retrieved March 18, 2018, from http://knowyourmeme.com/memes/dilly-dilly Nudd, T. (2018, February 1). Bud Light Marches Into the Super Bowl With Its Biggest ‘Dilly Dilly’ Ad Yet. Retrieved from http://www.adweek.com/creativity/bud-light-marches-
into-the-super-bowl-with-its-biggest-dilly-dilly-ad-yet/
Feldman, J. (2018, February 2). Maybe ‘Dilly Dilly’ Is What America Needs in 2018. Retrieved from https://www.si.com/nfl/2018/02/02/super-bowl-52-commercials-dilly-dilly-
bud-light-epizeuxis Nudd, T. (2017, December 02). Bud Light Sent a Hilarious Cease-and-Desist Scroll to the Makers of ‘Dilly Dilly’ Ale. Retrieved March 14, 2018, from http://www.adweek.com/
creativity/bud-light-sent-a-hilarious-cease-and-desist-scroll-to-the-makers-of-dilly-dilly-ale/
Flanagan, G. (2018, February 04). What ‘Dilly Dilly’ means - and how Bud Light came up with its viral campaign. Retrieved March 14, 2018, from http://www.businessinsider.
com/bud-light-dilly-dilly-viral-commercial-super-bowl-campaign-2017-12 Odell, P. (2018, January 3). Behind the Scenes of Bud Light’s “Dilly Dilly” Mania. Retrieved from http://www.chiefmarketer.com/behind-scenes-bud-lights-dilly-dilly-mania/

Fra. (2011, September 01). Budweiser – The Story of WHASSUP?! Retrieved March 15, 2018, from https://thisisnotadvertising.wordpress.com/2011/09/01/budweiser-the- Previous Bud Light Campaigns. (2017). Retrieved March 10, 2018, from https://www.superbowlcommercials.co/budlight/previous-campaigns/
story-of-whassup/
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