Anheuser-Busch InBev has taken a lighter approach to delivering a cease and desist letter to an upstart craft brewer, opting to send in the town crier to deliver their request that it refrain from using the trademark DILLY DILLY that is used to promote its Bud Light beer. While the message was clear, the mode of delivery and the offer of two tickets to attend the Super Bowl will likely promote a positive image of a company protecting its trademark rights.
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