Overview
- TikTok creator Romeo Bingham’s 11-second “Dr Pepper, baby, it’s good and nice” jingle posted in late December drew over 45 million views.
- Dr Pepper licensed the sound and aired a 15-second spot during the College Football Playoff National Championship on Jan. 19, with the broadcast averaging about 30 million viewers.
- Romeo says the brand reached out via DMs, formally licensed the jingle, credited them, and involved them in shaping the produced ad co-created with agency Deutsch.
- More than 35 verified brands piled into the comments requesting their own jingles, and Romeo has since posted custom work for Hyundai and Vita Coco while taking new partnerships.
- Industry analysts caution that public brand courtship can function as unpaid spec work for creators, normalizing open auditions in comment threads.