USA | Mr Pibb has made a comeback with a new look, extra caffeine, and a bold cherry flavour, appealing to longtime fans and new consumers alike.
Mr Pibb, the beloved spicy cherry soda that amassed a devoted fan following for nearly three decades, has made a commercial comeback this month with a modern new look and an added caffeine kick.
The brand launched in 1972 and was renamed Pibb Xtra in 2001. Now, due to popular demand, a reformulated Mr Pibb is returning to shelves in Florida, Chicago, Las Vegas, Michigan, and California, nearly 25 years after its last national rollout, with a national rollout planned for 2026.
With 30 percent more caffeine than Pibb Xtra and a bold, delicious taste profile featuring intensely sweet cherry with hints of caramel and a spicy bite, Mr Pibb is crafted for consumers looking for flavour with a kick.
“Consumers have been asking for Mr Pibb’s bold kick of cherry flavour for some time,” said Dane Callis, Director, Sparkling Flavours, 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.”
The “new-stalgic offering” will appeal both to longtime fans revisiting a favourite and curious consumers seeking bolder flavours and a caffeine boost in the fast-growing spicy cherry soft drink category.
A high-voltage visual identity preserves the challenger brand’s maverick, wildcard persona and signature maroon colour, with new eye-catching touches of gold and an exclamation point that hint at its bold taste and extra caffeine content.
“When Mr Pibb first launched, the packaging didn’t tell consumers what it was — it told them what it was not,” added Callis.
“Not root beer, not cola. It's something unique and original, a bold rebel in a sea of norms. Nothing about Mr Pibb that fans know and love has changed, but we modernised its look to reflect new consumers’ tastes and preferences."
A.P. Chaney, Senior Director of Creative, Sparkling Flavours, Coca‑Cola North America, added that this was a brand people knew and loved. Still, there's 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," said Chaney.
“We’re excited to partner with such a phenomenal talent who embodies both our core consumer target, multicultural Xennials, and the brand’s bold, humorous, lighthearted energy."
Experiential grassroots events, from college campus hubs to hip-hop star Tyler, The Creator’s Camp Flog Gnaw Carnival in Los Angeles, will focus on getting as many Mr Pibb cans in hands as possible.
Mr Pibb and Mr Pibb Zero Sugar will be available in 12-packs of 12-oz. cans, as well as 20-oz. and 2-litre bottles (Mr Pibb only), at participating retailers.
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