How a TikTok Creator’s Viral Dr. Pepper Jingle Snagged Vita Coco, Too
WHO doesn’t heard the now viral Dr Pepper jingle on TikTok who catapulted its creator, Romeo Bingham, aka @romeosshow and known as Romeo, to overnight internet stardom? In case you didn’t know, it’s “good and nice.”
Other brands like Vita Coco noticed how the catchiness of the DIY song took off on social media and beyond. Last week, Romeo was present Super Bowl LX in San Francisco courtesy of Vita Coco. The TikTok creator, who hails from Washington state, surprised the company with a distinct freestyle-style jingle shortly after the Dr. Pepper hit. Maybe you’ve heard it, or maybe you’ve seen an official advertisement appear on a Times Square billboard with these melodic lyrics: “Vita Coco, you’ll go loco, because it’s so delicious!”
Even though the coconut water brand didn’t run a Big Game ad like other companies, it jumped at the chance to work with Romeo. It paid off. The move has inspired other TikTok creators to post homemade jingles, hoping to go viral and land a collaboration, while big brands leverage the app to connect directly with us, the people. If you’re an aspiring designer, could you be next?
CNET spoke via email with Jane Prior, Vita Coco’s chief marketing officer, about TikTok, technology and connecting with Romeo for their viral moment.
Vita Coco’s recent viral TikTok moment with Romeo — and their fun jingle — got people talking. The Internet is good for them, but it also brings them goodwill and new customers. Can you talk about the history of your connection with them and what that means for Vita Coco?
Before: One of our main strategies on TikTok is to actively participate in the comments section. This is free real estate and a powerful way to appear as part of the culture rather than 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.
Romeo and I commented on their viral Dr. Pepper jingle, and the comment received over 110,000 likes. Once we saw this level of public interest and response, we knew there was real interest in a partnership. Our team are also true fans of their content, which made the collaboration more organic than opportunistic. We ultimately became the first brand to partner with Romeo in a paid capacity following their viral appearance, and the public reaction was overwhelmingly positive, especially because people were excited to see an emerging designer receive significant support from the brand.
From there, we intentionally turned this moment into something bigger than a one-off collaboration. Rather than following a 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 lyrics – something no other brand was doing – and instead of investing in a traditional Super Bowl ad, we sent Romeo and his family to 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 about twice as many impressions as a standard Super Bowl ad and, just as importantly, it generated real goodwill for the brand. We saw overwhelmingly positive sentiment, with people praising the partnership and many saying they were trying Vita Coco for the first time.
Have there been any bright moments since?
Before: Our biggest lightbulb moment since the jingle was sending Romeo to the Super Bowl, especially when we knew the Seahawks would be playing (they live in Seattle)! This choice highlighted the impact you can have by centering and celebrating creators beyond a single post. It also reinforced our belief that everyday creators, not just famous influencers, can shape culture and drive real engagement. While we can’t share all of our future plans, our social team is always exploring new ideas and partnerships that feel authentic to our community. Just follow @vitacoco to stay up to date with what we’re doing!
What other ways is Vita Coco using technology to make things happen quickly, especially for marketing campaigns and collaborations?
Prior: We believe the real magic comes from having our team actively engage in culture in real time. Platforms like Archive help us detect when Vita Coco is mentioned so we can respond quickly, but it’s our always-on content team that truly drives discovery. Seven dedicated team members spend their days browsing, spotting trends, and identifying moments that resonate.
In a world dominated by algorithms and automation, humans are even more accessible and more creative. Tools like Archive do not 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 get noticed. Engaging directly – via DMs, comments, or reposts – also increases your chances of getting a brand’s attention. Trends move quickly on TikTok, so agile 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 culture, show off your personality, and get noticed by brands and consumers alike.
