# Dilly Dilly

> An awards case film claimed over 4 billion earned media impressions for Bud Light’s toast.

- Owner: Bud Light
- Kind: Campaign
- Sector: Food & beverage
- Seed date: Aug 2017
- Peak date: Week of Dec 1, 2017
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 49 (Notable), v1.2
- Mechanics: Catchphrase, Platform jump, Press loop, Pairing, Real-world spectacle

## Summary

Bud Light’s TV toast became a sports meme and a beer name. A filmed town-crier reply drove a reported conversation peak. Paid sequels followed; AB InBev still reported Bud Light losing US market share in 2017.

## Timeline

- Aug 2017 — Bud Light (TV) — Bud Light introduced the toast in its medieval Banquet television commercial.
- 2017-08-28 — MediaPost (Press) — MediaPost covered the debut of Banquet in Bud Light’s Famous Among Friends campaign.
- 2017-09-26 — OKC Thunder Memes (Facebook) — OKC Thunder Memes posted a Dilly Dilly image macro about its players.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/dilly-dilly

Cite as: How It Spread (2026). “Dilly Dilly.” Case HIS-00119. Spread Score v1.2: 49/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00119