"Watch out, Dr. Pepper: Mr. Pibb is in the house. After almost 25 years, Coca-Cola announced in late October that it's bringing back Mr. Pibb, its spicy cherry soda that first launched in 1972. If you were born after the turn of the century, chances are you may have never seen a can of Mr. Pibb. That's because, in 2001, Coca-Cola renamed and rebranded the drink to Pibb Xtra, and it's remained largely untouched since then."
"Now, Coca-Cola is giving Mr. Pibb another chance. The company is reformulating the beverage, adding extra caffeine, and giving the entire brand a makeover. Its new branding is a combination of burgundy, red, and black, complete with an eye-catching gold exclamation point and a few subtle callbacks to Mr. Pibb's '90s look. Mr. Pibb will fully replace Pibb Xtra across the U.S. by 2026, according to A.P. Chaney, Coca-Cola's head of creative for sparkling flavors."
"Mr. Pibb's big return is Coca-Cola's bid to cash in on the spicy cherry beverage category, which Chaney says is now the third-largest sparkling soft drink sector. With its added caffeine content, Mr. Pibb is also playing into the current interest in functional beverages -and the brand itself is adding a distinctly bold new voice to Coca-Cola's portfolio. A new, highly caffeinated contender enters the chat"
Mr. Pibb, a spicy cherry soda first launched in 1972 and renamed Pibb Xtra in 2001, is returning after nearly 25 years. Coca-Cola is reformulating the beverage with a bolder cherry-and-caramel flavor profile and adding 30% more caffeine. The relaunch includes both regular and zero-sugar iterations and a refreshed visual identity using burgundy, red, black, and a gold exclamation point. Mr. Pibb will replace Pibb Xtra across the U.S. by 2026. The reintroduction targets the growing spicy cherry category, now the third-largest sparkling soft drink sector, and taps current interest in functional, higher-caffeine beverages.
Read at Fast Company
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