Bud Light has launched the next phase of its viral Dilly Dilly campaign, featuring a magical wizard.
The new ad celebrates the fun, light-hearted personality of the brand whilst continuing to focus on the brand’s biggest innovation in 2018; Bud Light bottles.
The creative opens in the familiar court of the Bud Light royal family and loyal subjects, but this time includes an added guest – the Bud Light Wizard. The magical wizard possesses the most incredible powers – including the ability to turn any object in to Bud Light – and offers to grant the King any wish he desires.
In an ironic and humourous twist, instead of wishing for riches or immortality, the King excitedly asks the Wizard to turn objects from around the court into his favourite drink – Bud Light.
At every transformation, the King exclaims in delight, “Dilly Dilly” – thrilled with the transformations. The campaign is an extension of its previous Dilly Dilly campaign, which came to the UK after runaway success in the US.
“Dilly Dilly” has similarly gone viral in the UK and has been appropriated into everyday culture, with the phrase used organically online by consumers at least 1,000 times per week since the original campaign began. With this second phase of the campaign, the creative will continue to drive awareness of Bud Light.
Aina Fuller, Marketing Manager at Bud Light UK, said: “Bud Light is all about humour and a light-hearted approach to life. In today’s society, it’s increasingly important to remind people to take a step back to enjoy the lighter side of life. Following on from the resounding success of Dilly Dilly, we’re excited to continue the momentum into the Bud Light Wizard campaign.”
Gonza Delgado and Manu Souto Diaz, Creatives at W+K London behind the advertising campaign, said; “Following from the social success of “Dilly Dilly”, we are proud to introduce the Bud Light Wizard; whose powers of transformation will be at your service.
“The combination of creative and mock-medieval language perfectly encapsulates the personality of Bud Light, which is all about humour and friendship. Adapted from the great new work by W+K New York, the magical power of the Wizard will drive further engagement in the UK with Dilly Dilly and launch Bud Light’s campaign to ‘Keep it Bud Light’.”
As well as TV, the integrated marketing campaign will comprise PR and digital, with multi-million-pound investment across Facebook, Twitter, Snapchat, YouTube, Twitch and Instagram. The multi-channel strategy is predicted to reach over 41.5m (87.7%) UK adults and will see the Bud Light Wizard continue his transformations across social, digital and influencer content – turning people’s most-loved items into Bud Light.
The 2018 Dilly Dilly campaign, which employed a multi-channel strategy, helped Bud Light to reach 85% of UK adults – putting Dilly Dilly and the Bud Light brand firmly on radars.
Since its launch, Bud Light has been a star performer within the beer category, and has already become the second greatest contributor to category value growth in the off-trade, with 10.7% of Bud Light buyers being new to lager and 8.9% new to beer. It also holds a strong repeat purchase rate of 37%. Bud Light has achieved the highest growth of any lager brand in the last 12 months, adding an impressive £30.5m to its value, with volumes growing 24% compared to last year