For three weeks, Dr Pepper sat on the biggest marketing gift of the year.
Ever since seven simple words from creator @romeosshow went nuclear back in late December, the brand has been riding a massive wave of organic reach. But in the world of 2026, the internet began seeing it as something else: a lack of visible credit.
While Dr Pepper hesitated to acknowledge the creator who single-handedly made the entire internet crave a soda, Vita Coco moved.
And in doing so, they proved that on TikTok, the best way to beat a competitor isn’t always with a better product, it’s with a better paycheck.
The Sip That Turned Sour: How Vita Coco Hijacked the Hype
The turning point wasn’t another remix. It was the label.
Romeo appeared in a new video, singing in that same catchy, improvised style, but with one massive difference: the “Paid Partnership” label was front and center.
The internet reacted instantly. Those “I’m influenced” comments flipped from Dr Pepper’s biggest win into a running bill they couldn’t ignore.
People weren’t just cheering for the new ad; they were using it as a reason to jump ship.
- The Brand Swappers: “Do I normally buy Zico? Yup. Have I swapped to Vita Coco because they paid Romeo? Absolutely.”
- The Health Pivot: “You know what? Vita Coco is healthier anyway.”
- The Audit: “If Dr Pepper doesn’t work, Vita Coco does. Shame on Dr Pepper.”
The Rise of the “Receipts”: Why Fans Are Fact-Checking Every Sip
This isn’t a trend. It’s a shift in how audiences see viral work.
In 2026, virality isn’t luck, it’s labor. And viewers treat it that way. They check who benefited, who got paid, and who didn’t.
When Vita Coco licensed the jingle, they didn’t just buy an ad. They made the payment visible. The “Paid Partnership” label acted like a trust badge, permission to enjoy the content knowing the creator was getting compensated.
By contrast, Dr Pepper’s silence had a cost. Each day without acknowledgment brought more “Pay her” comments, and fewer people willing to give the brand the benefit of the doubt.
Too Little, Too Late: The Post That Backfired
Yesterday, Dr Pepper finally broke its silence by reposting Romeo’s original jingle. But by then, the moment had already passed.
After watching Vita Coco move first, the repost didn’t land as a celebration. It landed as a response. The comment section didn’t feel excited, it felt judgmental.
One of the top comments summed up the mood:
“Y’all had two weeks to do something and you came up with a friendship bracelet from the dollar store 😩😩”
Viewers didn’t see a brand being playful or self-aware by joining the trend late. They saw a company showing up only after the pressure became unavoidable.
In food and drink, flavor still matters. But in 2026, how a brand treats its creators has become part of the label, and audiences are reading it closely.
Continue the Series
- Jan 2: The Seven Words That Made TikTok Crave Dr Pepper
- Jan 7: How a Cinematic Remix Raised the Stakes for Dr Pepper
- Explore more viral trends →
More Moments Where the Internet Did the Marketing
