"Who hasn't heard the now-viral Dr. Pepper jingle on that catapulted its creator, Romeo Bingham, aka @romeosshow and known to most as Romeo, into overnight internet stardom? In case you didn't know, it's "good and nice." Other brands like Vita Coco noticed how the DIY tune's catchiness took off on social media and beyond. Last week, Romeo attended in San Francisco courtesy of Vita Coco. The TikTok creator, who's from Washington state, surprised the company with a separate freestyle-like jingle shortly after the Dr. Pepper hit."
"Prior: One of our core TikTok strategies is actively participating in the comment section. It is free real estate and a powerful way to show up as part of culture rather than as an advertiser. When a comment resonates or a creator is clearly aligned with the brand, we explore ways to build something authentic from that moment. With Romeo, we commented on their viral Dr. Pepper jingle, and the comment received over 110K likes."
A DIY Dr. Pepper jingle by Romeo Bingham went viral and drew attention from brands, including Vita Coco. Vita Coco engaged directly in TikTok comments and connected with Romeo, bringing him to San Francisco and prompting a freestyle jingle and a Times Square billboard appearance. Vita Coco did not run a Big Game ad but pursued an authentic creator collaboration that generated goodwill and new customers. The campaign encouraged other creators to post homemade jingles aiming for partnerships, and demonstrated how brands use TikTok comment engagement to join culture rather than act solely as advertisers. The brand's comment on Romeo's jingle earned over 110K likes.
Read at CNET
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