Dr Pepper Turns Viral TikTok Jingle into College Football Ad
The Viral Jingle
The jingle, created by 25-year-old Romeo Bingham (@romeosshow), was originally posted on December 23rd on TikTok. It quickly went viral, inspiring remixes and creator videos that pushed total views into the millions. Dr Pepper and other major brands took notice, with many commenting on the video begging for Bingham to create a jingle for them as well.
Dr Pepper's Response
Dr Pepper licensed the jingle and worked with agency Deutsch to build a 15-second TV commercial that leans on the original hook and on-screen lyrics. The ad will air during the CFP championship on ESPN, and Dr Pepper has credited Bingham in the bottom corner of the screen, similar to a music video.
Why This Matters
Dr Pepper's decision to partner with Bingham is significant because it highlights the importance of creator culture in shaping brand identity. By embracing and crediting the original creator, Dr Pepper has shown that it values the contributions of social media influencers and is willing to adapt its marketing strategies to stay relevant.
A Cultural Touchstone
Ben Sylvan, senior VP of connected media for Dr Pepper, noted that college football is a cultural touchstone for the brand. The decision to air the ad during the CFP championship is a strategic move to connect with fans and reinforce the brand's connection to the sport.
A Win-Win Situation
For Bingham, the partnership with Dr Pepper has been a dream come true. As a caregiver from Tacoma, Washington, he never expected his jingle to go viral or be picked up by a major brand. The collaboration has not only brought him recognition but also provided an opportunity for creative growth and exposure.
Dr Pepper's decision to turn a viral TikTok jingle into a national ad buy is a testament to the power of social media in shaping brand culture and marketing strategies. By embracing creator culture and crediting the original creator, Dr Pepper has shown that it values the contributions of social media influencers and is willing to adapt its marketing strategies to stay relevant.
