Most organizations don’t joke around when it comes to protecting trademarks—but Anheuser-Busch says, “Dilly Dilly.”
The company recently upped the ante for creative ways to protect intellectual property when it sent Modist Brewing company a cease-and-desist letter that was decidedly medieval—and funny.
Modist made a new brew called “Dilly Dilly Mosaic Double IPA,” named after Bud Light’s viral Super Bowl commercial:
In August, Bud Light released a follow-up commercial, further pushing the phrase’s use and boosting its brand recognition—and it’s been sharing the videos and jokes via social media since then:
— Bud Light (@budlight) November 22, 2017