Bud Light is threatening a Minnesota craft brewery with the pit of misery for trying to get a slice of the beer giant’s viral “Dilly Dilly” marketing campaign.
In what may be the greatest cease-and-desist letter in history, Anheuser-Busch InBev sent a town crier with a scroll to Modist Brewing Co. in Minneapolis to deliver the message just hours after Modist’s launch of a “Dilly Dilly” Double IPA.
Watch the video below or here.
“‘Dilly dilly’ is the motto of our realm, so we humbly ask that you keep this to a limited edition, one-time only run,” the unidentified visitor proclaimed. “This is by order of the King, and disobedience shall be met with additional scrolls, then with a formal warning and finally a private tour of the pit of misery.”
Bud Light’s “dilly dilly” TV commercials, set in a medieval banquet hall, have been a smash hit in recent months, and a second spot was released over Thanksgiving, according to Adweek.
According to Growler Magazine, the folks at Modist were anticipating a message from Anheuser-Busch over their new release.
“A couple days ago we realized the slogan was trademarked by Bud Light, not as a beer but just as a slogan, and got a little scared there for a little bit,” Modist co-founder Kale Anderson told the magazine, “but then we said, ‘screw it, let’s see what happens.’ And that’s what happens.”
Modist can continue to sell this batch of the Double IPA, but can’t sell future batches under the same name, according to the Chicago Tribune. The brewery posted on its Facebook page that it would brew future batches under the name "Coat Tails."
It's not all bad news for the Modist overlords, though. Along with the cease-and-desist letter, they got an invite for two employees to join Anheuser-Busch at the 2018 Super Bowl in Minneapolis.
So, what does “dilly dilly” even mean? Absolutely nothing, according to Anheuser-Busch InBev CMO Miguel Patricio via Business Insider.
Here’s the transcript -- straight from the scroll -- of the cease-and-desist sent to Modist Brewing Co.:
"Dear friend of the crown, Modist Brewing Company, congratulations on the launch of your new brew, Dilly Dilly Mosaic Double IPA. Let it be known that we believe that any beer that is 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, and disobedience shall be met with additional scrolls, then with 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 Bug Lights on us. Yours truthfully, Bud Light."