When Bud Light originally tested their now famous Dilly! Dilly! ad it didn’t score well. It’s nonsense and doesn’t talk about any of the value props of Bud Light, however, when it was shown at the Super Bowl it turned out to be a cultural hit. I thought for sure it would fail because it simply didn’t make any sense, even Bud’s 1990’s Wazzzzup commercial made sense because it was a telephone greeting and the guys were on a phone — but Dilly Dilly? Brilliant.
Contributor: Richard Blakeley