Bud Light takes on the Masters

For whatever reason, Bud Light's "Dilly Dilly" campaign has really caught on among consumers. It's sort of like the "Whaasssuuuup" of this era. So much so that during the Masters this week in Georgia, spectators were yelling "Dilly Dilly" after golfers tee off. Fans are known to shout somewhat ridiculous phrases at golfing events (mashed potatoes, anyone?), but Augusta National is fighting back to keep some decorum, and is banning people from yelling such phrases, including "Dilly Dilly." And they will get thrown out by security if they do. Savage.

Bud Light has its consumers' backs, though, and, staying in character of the campaign, issued a decree that stated it would send 1,000 "Dilly Dilly" shirts to people attending the Masters so they could at least wear the phrase if they can't shout it. Whether or not they'll follow through on that promise and deliver the shirts is to be seen, but it's an excellent real-time response in support of its consumers that are showing support for the brand, and turning a semi-negative experience into a positive one.