Overview
- Keurig Dr Pepper licensed and credited Romeo’s audio for a 15-second spot that aired during the College Football Playoff National Championship on January 19.
- Romeo’s original TikTok has surpassed 44 million views, with widespread praise and user reactions as the TV ad rolled out.
- Chief Marketing Officer Drew Panayiotou framed the campaign as “building from social,” describing a strategy of amplifying fan-created content.
- Romeo celebrated with a mock acceptance speech on TikTok, while viewers congratulated her and asked about compensation; payment terms have not been disclosed.
- Interest from other companies has surged, with brands like Buffalo Wild Wings, Panera Bread, Hyundai, and Vita Coco engaging, and Romeo launching a site to field requests.