The scroll was delivered by a town crier with a nice surprise to boot.
Who says bad news has to be delivered in a threatening way? Businesses could take a page out of Bud Light’s play book.
When a Minneapolis microbrew company made a “Dilly Dilly” ale, Bud Light responded with a crafty and friendly cease-and-desist letter that was delivered by a town crier, much like Paul Revere.
Bud Light has a trademark on the phrase “Dilly Dilly,” which has been center stage in their recent medieval style commercials.
The town crier dressed in medieval clothing and read the cease-and-desist scroll aloud in the lobby of Modist Brewing Company. To add to the good nature of the letter, Bud Light included two Super Bowl tickets to give to Modist’s best employees.
Bud Light’s humor created positive exposure for both companies. Modist got a big publicity boost and is playing off its new found exposure by rebranding the ale to “Coat Tails”.
Bud Light on the other hand, looks like a great company to be associated with. Creating good will while still protecting their interests was brilliant.
Watch the video here.
