THE DR PEPPER JINGLE

FROM TIKTOK TO NATIONAL AD CAMPAIGN. BACKGROUND How does a modern brand scale a viral fan moment without "killing the vibe"? For Dr Pepper, the answer is “that's what we always clo.” For 10+ years, we've built our competitive aclvantage around our fans: they get us, and we get them. When Romeo Bingham’s innocent jingle exploded on TikTok (138M+ views), we didn't see just a jingle; we saw an ultimate display of brand love as a reaction built from our work to create a socially loved brand. Dr Pepper Hold on... you might be on to something. > radi IDEA To put this display of fandom on the biggest stage, we began by sowing the partnership through social content that licensed the original audio and nodded to something bigger. We had to relinquish brand control, letting commenters pontificate what that “bigger thing” might be while we worked in the background to transcend the original platform. With a premium broadcast placement during the CFP Championship, we leveraged the jingle to captivate a mass audience with something startlingly authentic, real, and a true display of a brand letting fans tell our story. rs | = QF Nice a Dr Pepper Licen: BRANA.MOVE = Oh Vpper | BARARABY THE INTERNET LOVED IT. DR PEPPER BAAAABY IT'S LDub Hove how weire all collectively s0 happy for her and just chronically oniine ALEX LOVE that you made the commercial! New Dr Pepper drinker here. Taramissu Do I drink Dr Pepper no. Am 1 gonna buy one just to toast my girl 100% snarkycommentqueen2025 ‘Asa brand.THIS is how you engage the intemet sasesee fF ee = jejathemelsongyfor 4.1 Billion Drepepper IMPRESSIONS 270+ EARNED PUBLICATIONS VIEWS ACROSS OW/NED SOCIAL CONTENT BIGGEST SALES WEEK IN THE a PAST YEAR Romeo - 2025-12-22 Q Search «dr pepper new ad commercial > INCREASE IN ORGANIC. SEARCH ON TIKTOK Add comment. BO®@ wy! FST@MPANY AdAge & Ga rupsoaro cB | Yomome Yahoo! @%4,, ©CBS KvuEe Ime. Ymsn “is DO AOL 4 ex © “IMZ TODAY