Peter Sorgenfrei

Live a happier and healthier life. I'll get you there in 3 months or less.

I work privately with founders when something has started to repeat or quietly erode, even though nothing has visibly broken yet.

By the time people reach out, conversations escalate more easily, conflicts don’t fully resolve, authority thins, or work begins to spill into personal life in ways that are hard to contain. What used to feel manageable starts depending on effort.

This is not coaching for growth, optimisation, or personal development. It’s not therapy.

The work focuses on stabilising these patterns before continuing as-is costs more than it should, professionally, personally, or both.

Engagements are private, time-bounded, and deliberately contained. We reassess once things begin to resolve cleanly again.

If you’re looking for ongoing support, performance work, or stress relief, this is probably not a fit.

If continuing as you are no longer feels neutral, this is usually the right moment to reach out.

I also send occasional writing under the name Intentional Leadership, quiet notes on pressure, responsibility, and decision-making. Sent infrequently.

Executive and Board Advisory

I work with Investors, Boards, and Leadership teams to develop people and grow companies

Jolyon Varley

I’m Jolyon, Co-Founder at OK COOL— (very) creative strategy and production partners to brands. I genuinely believe that we are the most energised, culturally astute agency in the world right now.

We turn subcultures into content and humanise some of the world’s most renowned, tier-1 brands such as Nike, Gucci and Disney. We are official strategic and creative partners to TikTok and Meta.

I'm interested in what happens at the margins: counter culture + youth energy and the fault lines where high and low collide.

Whether you’re someone who wants to learn more about the marketing space and what it takes to run a business within it, you’re a brand looking to take your strategy and content to the next level, or you’re a creative looking to join an agency that delivers best in class work — stick around. My content may just be of interest.

And if it is, feel free to drop me a line ✌️

Co-Founder

Ok COOL is a (very) creative  content studio. Official partners to TikTok,Twitch, Instagram and tier-1 brands, globally.

Find us @OKCOOL.IO & www.OKCOOL.io

Dr Pepper turned a viral creator’s TikTok jingle into an ad. And the internet is obsessed.

Just before Christmas, TikTok creator Romeo Bingham uploaded a throwaway jingle she’d written for fun.

“𝗗𝗿 𝗣𝗲𝗽𝗽𝗲𝗿, 𝗯𝗮𝗯𝘆, 𝗶𝘁’𝘀 𝗴𝗼𝗼𝗱 𝗮𝗻𝗱 𝗻𝗶𝗰𝗲.”

The internet did its thing and within days, it had over 25 million views on TikTok.

Then came the remixes, the dances, the fake ads. 
The comment section begging Dr Pepper to notice.

It turned into a full-blown cultural moment… and this is where it gets interesting.

𝗗𝗿 𝗣𝗲𝗽𝗽𝗲𝗿 𝗺𝗮𝗱𝗲 𝗮 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗰𝗮𝗹𝗹. 

They replaced planned Fansville creative, repurposed already-bought broadcast media, and turned the piece of creator-led internet culture into a national TV ad.

The jingle will now air during the College Football Playoff National Championship on 𝗘𝗦𝗣𝗡.

𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝗹𝗹𝘆, 𝗗𝗿 𝗣𝗲𝗽𝗽𝗲𝗿 𝗱𝗲𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝗶𝘁 𝗮𝘀 𝗮 “𝗯𝗿𝗶𝗰𝗸 𝘁𝗼 𝘁𝗵𝗲 𝗳𝗼𝗿𝗲𝗵𝗲𝗮𝗱” 𝗺𝗼𝗺𝗲𝗻𝘁.

The volume of response was so loud that ignoring it wasn’t really an option.

When the brand finally responded, the reaction was pure internet joy.

“𝘛𝘩𝘦 𝘸𝘰𝘳𝘭𝘥 𝘳𝘦𝘫𝘰𝘪𝘤𝘦𝘥 𝘸𝘩𝘦𝘯 𝘸𝘦 𝘩𝘦𝘢𝘳𝘥 ‘𝘋𝘳 𝘗𝘦𝘱𝘱𝘦𝘳 𝘣𝘢𝘣𝘺𝘺𝘺𝘺...’”
“𝘐 𝘴𝘵𝘰𝘱𝘱𝘦𝘥 𝘥𝘳𝘪𝘯𝘬𝘪𝘯𝘨 𝘴𝘰𝘥𝘢 𝘪𝘯 2021 𝘣𝘶𝘵 𝘐’𝘮 𝘣𝘶𝘺𝘪𝘯𝘨 𝘋𝘳 𝘗𝘦𝘱𝘱𝘦𝘳 𝘵𝘰𝘥𝘢𝘺.”

The ad itself is deliberately simple and even the creator credit sits there like a music video watermark.

This is about Dr Pepper saying, “𝗪𝗲 𝘀𝗮𝘄 𝘁𝗵𝗶𝘀. 𝗪𝗲 𝗵𝗲𝗮𝗿𝗱 𝘆𝗼𝘂. 𝗔𝗻𝗱 𝘄𝗲’𝗿𝗲 𝗻𝗼𝘁 𝗴𝗼𝗶𝗻𝗴 𝘁𝗼 𝗼𝘃𝗲𝗿𝘁𝗵𝗶𝗻𝗸 𝗶𝘁.”

When everyone is obsessed with being culturally relevant, the ability to listen without interfering might be the most underrated skill of all.

#1 Culture Marketing Voice on LinkedIn | Co-founder @ OK COOL

I’ve said “𝗙**𝗸 𝘁𝗵𝗮𝘁 𝘀𝗵*𝘁” more times than I can count when asked about selling OK COOL.

Then we met Residence and everything changed…

Backstory in the video 👀

HEINZ rolled out ketchup-dispensing billboards outside restaurants that refused to serve it.

Smackable pop-up billboards appeared outside well-known Chicago locations, letting fans get ketchup even if the restaurant wouldn’t provide it.

Each billboard featured a QR code linking to smackforheinz.com, where consumers could report other restaurants across the US that don’t serve it.

Selected submissions were rewarded with new pop-up billboards outside those restaurants 😂

Before this, in 2017 in response to Chicago’s anti-ketchup culture, they launched a “new” product called 𝘊𝘩𝘪𝘤𝘢𝘨𝘰 𝘋𝘰𝘨 𝘚𝘢𝘶𝘤𝘦. It was just regular HEINZ ketchup in disguise. 

A straight troll, aimed squarely at local tradition.

𝗔𝘁 𝘁𝗵𝗶𝘀 𝗽𝗼𝗶𝗻𝘁 𝗛𝗘𝗜𝗡𝗭 𝗶𝘀 𝘁𝗵𝗲 𝗢𝗚 𝗼𝗳 𝗿𝗶𝘃𝗮𝗹𝗿𝘆-𝗹𝗲𝗱 𝘀𝘁𝘂𝗻𝘁𝘀!

𝗧𝗵𝗲 𝘁𝗮𝗸𝗲𝗼𝘂𝘁:

Pay attention to where people argue about you. The friction is often the most creative territory 😈

OK COOL launched Oakley Meta’s first ever global Vanguard activation. 𝗪𝗲 𝗴𝗮𝘃𝗲 𝘁𝗵𝗲𝗺🔥

Building on Oakley Meta’s Athletic Intelligence positioning, we worked in partnership with WAY agency to design a high-performance IRL experience that united 10 top creators and athletes from the UK and Italy in Lake Como to launch the Oakley Meta Vanguards in style.

While ATL builds awareness, real connection and inspiration happen through people who share that same hunger for self-optimisation.

The kind of IRL creator experiences that spark next-level advocacy, fuel always-on activity, and deliver outsized earned value.

𝗔𝗻𝗱 𝘁𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 𝘄𝗲𝗿𝗲 𝗲𝗽𝗶𝗰.

Our creators put the Oakley Meta Vanguards to the test across Lake Como, generating a wave of organic content that continues to build momentum:

→ 143 earned posts
→ 14.5M total views
→ $1.5M total TMV

A huge moment for the brand and an even bigger testament to the power of creator-led, high-touch experiences in driving cultural impact.

The internet is going nuts for Fujifilm’s camera that lets you shoot in styles from the 1930s-2020s. 𝗙𝗶𝗿𝗲, 𝗼𝗿 𝗻𝗼𝘀𝘁𝗮𝗹𝗴𝗶𝗮 𝗯𝗮𝗶𝘁𝗶𝗻𝗴?

Some rushed to the comments saying the trend has gone too far and brands are just selling blur and calling it culture at this rate.

Whatever you think, our obsession with lo-fi nostalgia is only intensifying.

Gen Z is romanticising internet eras like the early 2000s they were too young to fully experience, and luxury brands are responding by mining their archives and leaning hard into Y2K.

TikTok search interest in “Y2K cam,” “digital camera aesthetic,” and “2000s filter” is still climbing.

Just look at the Bella Hadid and Saint Laurent’s lo-fi campaign that just dropped. It’s getting serious love online.

𝗪𝗵𝗲𝗿𝗲 𝗱𝗼 𝘆𝗼𝘂 𝘀𝘁𝗮𝗻𝗱... Excited to see more of this in 2026, or are we officially in nostalgia-bait territory?

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The Battle

Peter Sorgenfrei

Jolyon Varley

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The Battle

Peter Sorgenfrei

Jolyon Varley

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jolyon Varley's LinkedIn Performance

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Performance ScoreJolyon Varley's LinkedIn Performance