How Dr. Pepper Jingle, a TikTok creator, also took on Vita Coco

from He didn’t do that I heard it’s now going viral Dr. Pepper jingle on Tik Tok That slandered its creator, Romeo Binghamalso known as @romeosshow and known to most as Romeo, has achieved internet stardom overnight? In case you don’t know, it’s “good and nice.”

Other brands like Vita Coco have noticed the appeal of the DIY tone on social media and beyond. Last week, Romeo came Super Bowl LX In San Francisco courtesy of Vita Coco. The creator of TikTok, who is from Washington state, surprised the company with a separate product Jingle is similar to freestyle Shortly after Dr. Pepper was injured. Maybe you’ve heard it, or maybe you’ve happened to see an official ad pop up on a billboard in Times Square with these melodic words: “Vita Coco, you’re going to loco, ’cause it’s so delicious!”

Although the coconut water brand did not run as much advertising as other companies, it jumped at the opportunity to work with Romeo. It has paid off. The move has inspired other TikTok creators to post homemade jingles, hoping to go viral and garner collaborations, while big brands exploit the app to connect directly with us – the people. If you’re an aspiring creative, could you be next?

CNET spoke via email with Jane Pryor, chief marketing officer at Vita Coco, about TikTok, the technology, and connecting with Romeo in their viral moments.

Vita Coco’s recent viral moment on TikTok with Romeo — and their fun song — has got people talking. The internet is happy for them, but it’s also earned the brand some goodwill and new customers. Can you talk about the backstory of how you connected with them, and what that means for Vita Coco?
Before: One of our core TikTok strategies is to actively engage in the comments section. It’s free real estate and a powerful way to be seen as part of the culture rather than an advertiser. When a comment resonates or a creator clearly aligns with the brand, we explore ways to build something authentic from there.

With Romeo, we commented on the song Dr. Pepper, which went viral, and the comment received more than 110,000 likes. Once we saw this level of traction and audience response, we knew there was real interest in the partnership. Our team are also true fans of their content, which made the collaboration feel natural rather than opportunistic. We eventually became the first brand to partner with Romeo in a paid capacity after it went viral, and the audience reaction was incredibly positive — especially since people were excited to see an up-and-coming creator getting meaningful brand support.

Hence, we set out to turn this moment into something bigger than just a one-time collaboration. Instead of following the traditional brand playbook, we looked for ways to elevate Romeo and stand out creatively. This led to a billboard in Times Square featuring Romeo’s words — something no other brand had done — and instead of investing in a traditional Super Bowl ad, we sent Romeo and their family into the game to experience it firsthand. The goal was to recognize their talent and treat them as a true creative partner.

The campaign ultimately generated nearly double the impressions of a standard Super Bowl ad and, just as importantly, generated real goodwill for the brand. We’ve seen very positive sentiment, with people praising the partnership and many saying they’re trying Vita Coco for the first time.

Have there been any bright moments since then?
Previously: Our biggest moment since the song was sending Romeo to the Super Bowl, especially when we learned the Seahawks were going to be playing (they live in Seattle)! This selection highlighted how much impact you can have by focusing on and celebrating creators beyond a single post. It also reinforced our belief that everyday creators, not just influential celebrities, can shape culture and drive real engagement. Although we can’t share all of our future plans, our social team is always exploring new ideas and partnerships that ring true for our community. Just follow @vitacoco to stay up to date on what we’re up to!

What other ways does Vita Coco use technology to make things happen quickly – especially for marketing campaigns and collaborations?
Before: We believe that real magic comes from our team actively engaging with culture in real time. Platforms like Archive help us detect when Vita Coco is mentioned so we can respond quickly, but it’s our evergreen content team that really drives discovery. Seven dedicated team members spend their days scrolling, spotting trends, and identifying moments that resonate.

In a world dominated by algorithms and automation, humans continue to be more connected and more creative. Tools like Archive don’t replace our team; They simply help them be in the right place at the right time.

What advice would you give to lesser-known TikTok creators looking to get your attention?
Before: Tagging the brands you feature in your content is a simple but effective way to attract attention. Direct interaction – through direct messages, comments or reposts – also increases your chances of attracting brand attention. Trends move fast on TikTok, so smart creators who act quickly and frequently will stand out.

Finally, don’t underestimate the power of the comments section. It’s free real estate and a perfect way to participate in the culture, show your personality, and capture the attention of both brands and consumers.