Last December, a 26-year-old TikTok creator named Romeo Bingham posted an 11-second video. Front camera. No production budget. No agency. No brief. Just her, a phone, and a melody she made up on the spot for Dr. Pepper.
“Dr. Pepper baby, it’s good and nice. Doo doo doo.”
In her caption she tagged Dr. Pepper and wrote: “Please get back to me with a proposition. We can make thousands together.”
They made considerably more than thousands.
Forty million views later, Dr. Pepper called. The commercial aired during the College Football Playoff National Championship — 30 million viewers. Within days, more than 35 brands were flooding her comments begging for their own jingle. Denny’s. Popeyes. Buffalo Wild Wings. Hyundai. The Miami Heat.
