A slogan represents the value or image of a product that companies want to sell to the public. Well received slogans benefit a company and its image. However, a bad slogan can also hurt a company’s image. Beer companies have created some of the best slogans out there. Whether you are over 21 or under 21 you most likely can name a few off the top of your head. Bud Light’s slogan Dilly Dilly is a great example. Dilly Dilly launched in 2017 a part of a medieval-themed commercial. Because of its success, Bud Light decided to keep using the cataphrase. They coined the slogan to be something you would say at a toast instead of “hear hear” but overall does not mean anything specific. It became so iconic that the public used the saying at celebration toasts and turned it into memes.
Bud Light then created more characters and symbols to fill out the Dilly Dilly narrative. Bud Light then created The Bud Light King and Bud Light Night for the other Dilly Dilly commercials to fit the medieval theme. Since then, people have been associating Bud Light with knights and started making swords, shields, and even armor out of the empty boxes. Spend enough time at a college party, and you will eventually see someone walk out in full Bud Light armor. The joke went on for the rest of the year until the 2018 Masters banned the phrase because fans would not stop saying it. As far as slogans go, Bud Light did an amazing job with this one.
On the other hand, one of the worst beer slogans ever produced also came from Bud Light. A part of the #UpForWhatever campaign the tagline, “The perfect beer for removing ‘no’ from your vocabulary for the night” was printed on serval bottles. This one was not received well as the Dilly Dilly campaign and got a lot of backlashes. Posts criticizing the brand and aligning it with sexual assault were now using the hashtag #UpForWhatever. Since most sexual assault cases involve alcohol, this did not look good for Bud Light. The marketing team not making the same connection outraged people. Bud Light apologized in an email, but it did not take away from the fact that someone on their marketing team thought a lot about the slogan and decided to publish it in the first place.
Slogans promoting beer have the potential to be either very clever or very bad. The way the public perceives a slogan makes it successful. Beer companies have created some of the best slogans and if you want one just as good, use www.sloganslingers.com.
