Why is this work relevant for Creative Strategy? This campaign is the result of years of Budweiser re-assessing its connection to American culture and taking necessary risks to remain relevant.

Bud Light brought back its viral "Dilly Dilly" campaign in a weird crossover ad with Game of Thrones at the Super Bowl. The brand turned the phrase into a cultural phenomenon back in 2017.

The initial campaign objectives for were to encourage pubs to sign ... of the scheme to both consumers and the trade itself - with the ultimate aim of helping Budweiser Brewing Group hit its target of ...