Bud Light protects its trademark—and consumer favor—by going medieval

The beer brand’s legal team recently sent a cease-and-desist notice to a brewery that infringed on one of its popular catchphrases, but earned positive PR for the way it handled the situation.

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Most organizations don’t joke around when it comes to protecting trademarks—but Anheuser-Busch says, “Dilly Dilly.”

The company recently upped the ante for creative ways to protect intellectual property when it sent Modist Brewing company a cease-and-desist letter that was decidedly medieval—and funny.

Modist made a new brew called “Dilly Dilly Mosaic Double IPA,” named after Bud Light’s viral Super Bowl commercial:

In August, Bud Light released a follow-up commercial, further pushing the phrase’s use and boosting its brand recognition—and it’s been sharing the videos and jokes via social media since then:

If you can’t count on a friend to bring Bud Light to the Pit of Misery, then that’s not a friend you can count on. #DillyDilly pic.twitter.com/aUOkBY6YVg

— Bud Light (@budlight) November 22, 2017

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