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How Dr Pepper Turned a TikTok into Prime Time
Дата публикации: 29-07-2026 04:00:00

Dr Pepper CMO Drew Panayiotou reveals how a fan-made TikTok jingle became a National Championship ad in 24 days. The strategy behind it — fandom, participation, and fan recognition — may reshape how marketers think about brand growth.

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Drew Panayiotou, CMO at Keurig Dr Pepper, explained why the company's response to a viral fan-created jingle was centered on a marketing flywheel powered by 'raving fans'

July 29, 2026    

Dr Pepper CMO Drew Panayiotou reveals how a fan-made TikTok jingle became a National Championship ad in 24 days. The strategy behind it — fandom, participation, and fan recognition — may reshape how marketers think about brand growth.

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