Mr. Pibb is Back and Bolder than Ever

Mr. Pibb makes a comeback with a new look, extra caffeine, and a bold cherry flavor, appealing to longtime fans and new consumers alike.

• The revived Mr. Pibb features 30% more caffeine and a bold, spicy cherry taste with hints of caramel, available in select regions.
• The Coca‑Cola Company is launching Mr. Pibb and Mr. Pibb Zero Sugar in new packaging, with a national rollout planned for 2026.
• Marketing efforts include online videos, social content, and grassroots events to connect with multicultural Xennials and expand brand awareness.

Mr. Pibb’s Exciting Comeback and New Features

Mr. Pibb — the beloved spicy cherry soda that amassed a devoted fan following for nearly three decades — is making 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 later, with national rollout planned for 2026.

With 30% 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 flavor with a kick. Mr. Pibb and Mr. Pibb Zero Sugar will be available in 12-packs of 12-oz. cans, as well as 20-oz. and 2-liter bottles (Mr. Pibb only), at participating retailers.

What Fans and The Coca‑Cola Company Are Saying

“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.”

The “new-stalgic offering” will appeal both to longtime fans revisiting a favorite and curious consumers seeking bolder flavors and a caffeine boost in the fast-growing spicy cherry soft drink category.

The New Look and Brand Identity

A high-voltage visual identity preserves the challenger brand’s maverick, wildcard persona and signature maroon color, with new eye-catching touches of gold and an exclamation point hinting at both 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,” Callis said. “Not root beer, not cola. It's something unique and original, a bold rebel in a category of norms. Nothing fans know and love about Mr. Pibb has gone away, but we took steps to modernize its look for new consumers’ tastes and preferences.

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.”

Marketing, Events, and Connecting with New Audiences

A suite of online videos, social/digital content and out-of-home creative will focus on the core taste intrinsics of Mr. Pibb and Mr. Pibb Zero Sugar, which set them apart from the competition. Comedian/actor Roy Wood Jr. voices the films, which connect the brand with gaming, tailgating and other passion points.

“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,” said Chaney.

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.