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Bud Light Sent a Hilarious Cease-and-Desist
Scroll to the Makers of ‘Dilly Dilly’ Ale
Delivered by a town crier, along with two Super Bowl tickets

By Tim Nudd|3 days ago
Bud Light has continued its seemingly endless “Dilly Dilly” antics by responding benevolently to a craft brewer that made a “Dilly Dilly” IPA—with a friendly cease-and-desist letter written on parchment and delivered by a town crier.

Modist Brewing Company in Minneapolis made the new “Dilly Dilly” Mosaic Double IPA, named for the cryptic but popular catchphrase from recent medieval-themed Bud Light ads. Having trademarked “Dilly Dilly,” A-B InBev needed to nip this in the bud. So, it sent a guy in medieval garb to Modist’s lobby, where he read the cease-and-desist scroll aloud:


We’ve seen a number of chatty cease-and-desist letters from brands recently, but this one ranks up there with the best of them. First, much as Netflix’s note to a rogue Stranger Things bar did, this missive simply asks Modist to keep things to a limited run. Second, it’s amusingly written, in keeping with the “Dilly Dilly” humor. And third, adding in two Super Bowl tickets for Modist employees is a very gracious gesture—and shows some recognition that anyone’s “Dilly Dilly” beer, on some level, will benefit Bud Light.

Here’s the full text of the scroll:

Dear friend of the Crown, Modist Brewing Company. Congratulations on the launch of your new beer, Dilly Dilly Mosaic Double IPA! Let it be known that we believe any beer 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. Disobedience shall be met with additional scrolls, then 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 Bud Lights. On us. Yours truthfully, Bud Light.

The friendly tone is particularly notable, given A-B InBev’s generally antagonistic relationship with craft brewers.

“This is a little out of character … I’ve gotta tip my hat to them,” Modist’s lawyer, Jeff O’Brien, told the Minneapolis City Paper. “We certainly would rather see it handled this way, with some humor.”

Edited ****
Found the video outside of the articles, hilarious and a great way to get out the message




Link to original video: https://www.youtube.com/watch?v=aYVdkINXZaM

This message has been edited. Last edited by: HRK,

They may be trying to be humorous outwardly but don't think for a minute they aren't getting ready to crush this little craft brewer for this.

Such a stupid and annoying catchphrase.

Seriously, what do pickles have to do with beer?

Pssshaw....I like it....certainly better than their piss beer


Dilly Dilly Balze!

quote:

Originally posted by Balzé Halzé:
Such a stupid and annoying catchphrase.

Seriously, what do pickles have to do with beer?

Dilly Dilly!

I find myself driving around saying, "Dilly Dilly!" quite often!

I hate Bud Lite, but I applaud their efforts on this.

Dilly Dilly!

I can understand AB's need to protect their advertising slogan. And good for AB for doing it in this way, and doing a little something nice for the small brewer. AB could have insisted that it immediately recalls all the Dilly Dilly IPA already brewed and stop selling it.

Maybe DQ should sue AB?

quote:

Originally posted by jhe888:
I can understand AB's need to protect their advertising slogan. And good for AB for doing it in this way, and doing a little something nice for the small brewer. AB could have insisted that it immediately recalls all the Dilly Dilly IPA already brewed and stop selling it.

Agreed. They have to protect their TMs, even against the little guys, or they can't defend it later if a real competitor tramples it. Doing it in this way won't cost the small brewer anything, they just need to come up with a new name next time they brew it.

quote:

Originally posted by PASig:
They may be trying to be humorous outwardly but don't think for a minute they aren't getting ready to crush this little craft brewer for this.

Of course. I think its the other way around. They should be thanking AB for this. They used a trademarked phrase to name their beer.

Dilly dilly!

Budweiser offers some of the funniest, most imaginative and original commercials since the Land of Sky Blue Waters.

This suggestion/request/demand ranks right up there. I’ll bet a dozen highly compensated attorneys laughed their collective asses off over this little ditty.

Dilly x2

Mike

That is outstanding, thanks for posting!

"NOW I SEE IT!!"



Coming soon: Not one damn Dilly to be found in this forum.

Did A-B InBev also copyright "Panther Piss"?

If it's not obvious, I can't stand Bud or Bud Lite.

Their commercials (some) and apparent sense of humor here are their only redeeming values.

Apparently Jack Daniels (C) (R) TM is known for writing nice letters as well.

Here's a letter and the story behind it that the ABA printed.
http://www.abajournal.com/news...g_exceeedingly_poli/

ETA

Here's another story with the letter included.

https://www.techdirt.com/artic...ase-and-desist.shtml

Well Modist Brewing Company just got a lot of free advertising.

quote:

Originally posted by Strambo:

quote:

Originally posted by jhe888:
I can understand AB's need to protect their advertising slogan. And good for AB for doing it in this way, and doing a little something nice for the small brewer. AB could have insisted that it immediately recalls all the Dilly Dilly IPA already brewed and stop selling it.

Agreed. They have to protect their TMs, even against the little guys, or they can't defend it later if a real competitor tramples it. Doing it in this way won't cost the small brewer anything, they just need to come up with a new name next time they brew it.

Both of you nailed it.

quote:

Coming soon: Not one damn Dilly to be found in this forum.

I look forward eagerly to that bright day.

quote:

Originally posted by arfmel:

quote:

Coming soon: Not one damn Dilly to be found in this forum.

I look forward eagerly to that bright day.

It's comin'. Took me about six seconds to decide this after the first time I saw that stuff in the forum.

Very soon, gents, if you put the word "dilly" in your post, your post won't reach the board. I just want memebrs to have a chance to see this before I start filtering that stuff.