Thanks to a series of Bud Lite commercials, the phrase “Dilly Dilly” has spread like wildfire, turning it into a cultural phenomenon. The ad series, created by the Wieden+Kennedy ad agency, has effectively gone viral, frequently making appearances during NFL and college football games, and on social media. But many wonder exactly how the phrase came to be.
[Scroll down for video]
During the IGNITION conference in New York, which occurred prior to Sunday’s Super Bowl, Business Insider had an opportunity to learn more about the origins of the “Dilly Dilly” campaign, including whether the phrase held any particular meaning.
According to Miguel Patricio, the Chief Marketing Officer at Anheuser-Busch InBev, the phrase “doesn’t mean anything.”
“That’s the beauty of it,” said Patricio. “I think that we all need our moments of nonsense and fun. And I think that ‘Dilly Dilly,’ in a way, represents that.”
“A lot of people asked me, ‘How did you approve that?’” Patricio continued. “To tell you the truth, we never expected this to be so successful.”
Patricio admitted the phrase “didn’t test well.”
“We did that ad, actually, because of the new season of ‘Game of Thrones’ coming, but, when we tested, it didn’t test that well,” Patricio stated. “We said, ‘Consumers will get it.’”
Anheuser-Busch decided to go against the research, hoping repetition created a chance “for this to become big.”
As a result of the viral nature of the phrase, products are already being produced with “Dilly Dilly” on them. When asked if the beer company intends to sue people who produce such goods (and are not associated with Anheuser-Busch), Patricio stated, “No, no. We want everybody to ‘Dilly Dilly’ in their life, so no problem.”
He went on to say, “We are gonna bring more fun, more Dilly Dillys.” And, sure enough, the phrase made another appearance during a Super Bowl ad.