Bud Light protects its trademark—and consumer favor—by going medieval
The beer brand’s legal team recently sent a cease-and-desist notice to a brewery that infringed on one of its popular catchphrases, but earned positive PR for the way it handled the situation.
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:
If you can’t count on a friend to bring Bud Light to the Pit of Misery, then that’s not a friend you can count on. #DillyDilly pic.twitter.com/aUOkBY6YVg
— Bud Light (@budlight) November 22, 2017
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