"When you think of a jingle, what is the jingle that comes to mind? KWONG: Ooh. (Singing) The best part of waking up... (SOUNDBITE OF SNAPPING FINGERS) EMILY KWONG AND MIA VENKAT: (Singing) ...Is Folgers in your cup. KWONG: Boop (laughter). VENKAT: You - good one. Mine is, we are farmers. Bum-ba-dum, bum-bum-bum-bum. (LAUGHTER) VENKAT: But... KWONG: Cute, yeah. VENKAT: Have you heard this one? (SOUNDBITE OF TIKTOK VIDEO) ROMEO BINGHAM: (Singing) Dr. Pepper, baby, it's good and nice. Doo doo doo."
"And this particular video with the Dr. Pepper jingle went extremely viral. It was posted right before Christmas and now has over 125 million views. Dr. Pepper, of course, took notice, and behind the scenes, the brand worked with Romeo for weeks on how to capitalize on this moment. Then on January 19, a full-on commercial, where Romeo was given on-screen credit, aired twice during the College Football Playoff National Championship."
Romeo Bingham, 26, from Tacoma, Washington, creates varied TikTok content blending comedy, storytelling, and music. A short Dr. Pepper jingle they posted right before Christmas became an earworm and amassed over 125 million views. Dr. Pepper noticed the viral moment and worked with Romeo behind the scenes for weeks to capitalize on the popularity. The collaboration resulted in a full commercial that credited Romeo on-screen. The commercial aired twice during the College Football Playoff National Championship on January 19, elevating the TikTok creator from online virality to mainstream brand advertising exposure.
Read at www.npr.org
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