As a brand, Budweiser is no stranger to creating marketing catchphrases that catch fire. This is, after all, the brand behind those frogs that said “Bud-weis-er” and those guys that screamed “Waaassssssuuuuuup!” But the latest catchphrase to catch on from Bud Light just might be weirder than all the others because it has no connection to the brand or the English language: Dilly Dilly. And yet somehow this phrase has become a sensation worthy of its own profile in The New York Times.