In recent years, jingles have slowly turned into a relic of old-school advertising. Brands have moved toward more cinematic commercials, influencer partnerships, and polished storytelling, leaving the catchy one-liners that once defined marketing behind. Personally, I couldn’t tell you the last time I heard, or remembered, a catchy jingle that wasn’t made over ten years ago. That was until TikTok creator Romeo (@romeosshow), whose spontaneous Dr Pepper jingle exploded online, gaining over 141 million views and nearly 13 million likes. In a moment that feels nostalgic for marketers, a five second TikTok managed to do what many expensive companies struggle to achieve, the ability for a jingle to instantly stick in your head.
After Romeo’s original video went viral, Dr Pepper did something incredibly smart. They acted quickly and efficiently. Instead of letting the virality fade, the brand turned her jingle into a national TV commercial that aired during the College Football Playoff National Championship, reportedly securing Romeo a $2 million deal for the now-iconic five seconds. Since then, her platform has skyrocketed to over 1.6 million followers, brands have started reaching out directly for custom jingles, and she even attended events like the Super Bowl with Vita Coco. What started as a casual, funny TikTok turned into a masterclass on just how quickly digital culture, social media, and trends can translate into real marketing value. It also proves that sometimes the best marketing doesn’t even come from the marketing department at all.
As a Dr Pepper fanatic myself, I have to admit that “Dr Pepper baby, it’s good and nice” has been stuck in my head ever since I saw Romeo’s original video. That’s exactly what jingles are meant to do, create instant brand recognition and, in some cases, real loyalty. What makes this moment especially interesting from a marketing perspective is that it signals a shift in where creative advertising is coming from. Rather than agencies pitching jingles in boardrooms, creators and everyday consumers are now producing them online, hoping their idea becomes the next viral brand moment. If Romeo’s story tells us anything, it’s that in today’s marketing landscape, the next million dollar campaign might already be sitting in someone’s TikTok drafts… and apparently I need to start working on my own jingles!
Through a Marketing Lens — by Katie Windfeldt 
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