Mr. Pibb is returning as The Coca-Cola Company revives the classic spicy cherry soda with a modern twist. The updated drink features a bolder flavor, refreshed packaging, and a marketing push designed to reach both longtime fans and new audiences.
Mr. Pibb’s Bold Revival: A Flavorful Comeback
First introduced in 1972 and revamped in 2001 as Pibb Xtra, Mr. Pibb is returning nearly 25 years later with a new formula and an extra kick of caffeine.
The re-formulated Mr. Pibb will first roll out in a small set of markets, including Florida, Chicago, Las Vegas, Michigan, and California. The brand’s announcement is already creating buzz before going nationwide.
Coca-Cola explains the re-innovated beverage as a “new-stalgic” experience, blending classic flavor with a modern edge to appeal to both loyal fans and adventurous newcomers.
“Consumers have been asking for Mr. Pibb’s bold kick of cherry flavor for some time,” said Dane Callis, Director, Sparkling Flavors, Coca‑Cola North America. “If you go on Reddit, X, and other social media, you’ll find conversations about the mystique of Mr. Pibb. Mr. Pibb has a feisty, loyal following, so he’s coming back in a bold, fresh way.”
Marketing Plans and Product Updates
With three times the amount of caffeine as its developed sister, Pibb Xtra, the reformulated soda provides a powerful taste experience, with a sweet cherry start, aromatic undertones of caramel, and a spicy bite.
Coca-Cola is also introducing Mr. Pibb Zero Sugar, giving fans the same bold taste without the calories. The two versions will be available in various formats, such as 12-packs of 12-ounce cans, 20-ounce cans, and 2-liter bottles.
Mr. Pibb sports a bold new look that leans into the brand’s playful, rebellious spirit. The refreshed design retains Mr. Pibb’s signature maroon while adding metallic gold accents and a striking exclamation point to signal its bold new flavor and caffeine boost. The re-branded image makes Mr. Pibb an energetic brand in the cola segment.
In a bid to assist in the relaunch, Coca-Cola has created an interactive cross-platform marketing campaign that appeals to the digitally active consumers of today. The creative suite of the brand involves online video, social media, and out-of-home advertising.
The actor and comedian Roy Wood Jr. contributes his voice to the campaign, which will associate the brand with the friendly cultural areas such as gaming, sporting, and tailgating, solidifying the identity of Mr. Pibb as the drink of choice by people who live their lives with even more flair.
A.P. Chaney, Senior Director of Creative, Sparkling Flavors, Coca‑Cola North America, added, “This is a brand people know and love, but there is also an entirely new generation that doesn’t know Mr. Pibb exists. The challenge for us, creatively, was to lean into the lore and popularity of the brand while driving awareness and discovery. We tried to marry the old with the new, the fresh and fun with the familiar.”
The comeback of Mr. Pibb promises a new era of boldness for the cult-favorite soda. In the anticipation of rolling out nationally in 2026, the drink, Mr. Pibb, brings a blend of nostalgia and innovation. Coca-Cola plans grassroots events to build buzz and boost sales ahead of the national rollout.
