The viral Dr Pepper moment that didn't come from marketing

""Black creators have always moved culture," Taylor said. "What's new is institutions moving just as fast.""

""That's when I realized I created a beast," they said."

""When the community rallies this quickly, it's something that can't be ignored," said Drew Panayiotou, chief marketing officer at Keurig Dr Pepper."

Bingham's short jingle went viral on TikTok, surpassing 40 million views and 5 million engagements. The viral clip led to a national commercial, appearances on national talk shows including CBS, and new brand partnerships with Hyundai and Vita Coco. Other creators remixed the jingle and fans produced mock commercials, amplifying momentum and depleting Dr Pepper from fountains. Brands responded quickly after Bingham tagged Dr Pepper, demonstrating institutions engaging rapidly with cultural trends that often originate in Black communities. The viral moment transformed Bingham's life and career, producing mainstream recognition and additional collaborations.

Read at Axios