Who hasn’t heard the now-viral Dr. Pepper jingle on TikTok that catapulted its creator, Romeo Bingham, aka @romeosshow and known to most as Romeo, into overnight internet stardom? In case you didn’t know, it’s “good and nice.”
Other brands like Vita Coco noticed how the DIY tune’s catchiness took off on social media and beyond. Last week, Romeo attended Super Bowl LX in San Francisco courtesy of Vita Coco. The TikTok creator, who’s from Washington state, surprised the company with a separate freestyle-like jingle shortly after the Dr. Pepper hit. Maybe you heard it, or maybe you happened to see an official ad pop up on a Times Square billboard with these melodic lyrics: “Vita Coco, you’ll go loco, ’cause it’s so dang delicioso!”
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 are tapping into the app to connect directly with us — the people. If you’re an aspiring creator, could you be next?
chatted via email with Jane Prior, Vita Coco’s chief marketing officer, about TikTok, tech and connecting with Romeo for their viral moment.
Vita Coco’s recent viral TikTok moment with Romeo — and their fun jingle — had people talking. The internet is happy for them, but this also earned the brand some goodwill and new customers. Can you talk about the backstory of how you connected with them, and what it’s meant for Vita Coco?
Prior: One of our core TikTok strategies is actively participating in the comment section. It is free real estate and a powerful way to show up as part of culture rather than as 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.
With Romeo, we commented on their viral Dr. Pepper jingle, and the comment received over 110K likes. Once we saw that level of traction and audience response, we knew there was real interest in a partnership. Our team is also genuine fans of their content, which made the collaboration feel organic rather than opportunistic. We ultimately became the first brand to partner with Romeo in a paid capacity after their viral breakout, and the audience reaction was incredibly positive — especially because people were excited to see a rising creator get meaningful brand support.
From there, we intentionally built the moment into something bigger than a one-off collaboration. Rather than follow a traditional brand playbook, we looked for ways to elevate Romeo and stand out creatively. That 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 their family to the game to experience it firsthand. The goal was to recognize their talent and treat them like a true creative partner.
The campaign ultimately generated roughly twice the impressions of a standard Super Bowl ad, and, just as importantly, it drove 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 lightbulb moments since?
Prior: 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)! That choice underscored how much impact you can drive by centering creators and celebrating them beyond a single post. It also reinforced our belief that everyday creators, not just celebrity influencers, can shape culture and spark real engagement. While we can’t share all our future plans, our social team is always exploring new ideas and partnerships that feel authentic to our community. Just follow @vitacoco to stay in the loop with what we’re up to!
What other ways is Vita Coco using tech to make things happen quickly — especially for marketing campaigns and collabs?
Prior: We believe the 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 always-on content team that truly 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 are still more relatable — 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 grab your attention?
Prior: Tagging the brands you feature in your content is a simple but effective way to get noticed. Engaging directly — through DMs, comments, or reposts — also increases your chances of catching a brand’s attention. Trends move fast on TikTok, so nimble creators who act quickly and frequently will stand out.
Finally, don’t underestimate the power of the comment section. It’s free real estate and a perfect way to participate in culture, show your personality and get noticed by both brands and consumers.
