More than two years after Bud Light brought the made-up phrase “Dilly Dilly!” to the forefront of public consciousness, the AB InBev-owned brewer is bringing the curtain down on its multi-purpose medieval realm, the brand’s VP tells Ad Age.
The Renaissance-era campaign, originally conceived by Wieden & Kennedy, “has done great things for the brand,” says Bud Light VP Andy Goeler, “but it’s just time to move on.”
The revelation comes as AB InBev prepares to launch a pricey campaign for Bud Light Seltzer, a new spiked seltzer label slated to hit shelves next week.
Set in the small town of Seltzer, Pennsylvania, about 100 miles northwest of Philadelphia, the humorous campaign, also from Wieden & Kennedy, will embody the brand’s “fun personality,” says Goeler.
It will focus on various townsfolk (played by actors) endorsing the product while manning phones at a call center to answer questions about the product. Most of the ads wrap by inviting viewers to call 1-833-BL-SELTZ, which will patch them through to an interactive hotline.