Home / Business and Economy / Vita Coco's Viral TikTok Jingle Lands Super Bowl Invite
Vita Coco's Viral TikTok Jingle Lands Super Bowl Invite
15 Feb
Summary
- Vita Coco capitalized on a viral TikTok jingle by creator Romeo.
- The brand sent Romeo to the Super Bowl instead of running an ad.
- This strategy generated significant impressions and customer goodwill.
Vita Coco has successfully transformed a viral TikTok jingle into a significant marketing campaign. The brand actively engaged with creator Romeo's Dr. Pepper jingle in the comments, which garnered over 110,000 likes. Recognizing the audience's enthusiasm, Vita Coco became the first brand to partner with Romeo in a paid capacity.
Rather than investing in a traditional Super Bowl advertisement, Vita Coco opted for a unique approach. They sent Romeo and their family to Super Bowl LX in San Francisco. This strategy, coupled with a Times Square billboard showcasing Romeo's lyrics, generated approximately twice the impressions of a standard Super Bowl ad.
The campaign not only amplified brand visibility but also fostered substantial goodwill. Many consumers expressed praise for the authentic partnership, with some trying Vita Coco for the first time. This success underscores the brand's belief in empowering creators and connecting with culture in real time through platforms like TikTok.
