Mr. Pibb, a soft drink that has maintained a loyal following since its original launch in 1972, is set to return to select markets this month with updated features. The beverage, which was renamed Pibb Xtra in 2001, will now be available again as Mr. Pibb in Florida, Chicago, Las Vegas, Michigan, and California. A national rollout is planned for 2026.
The reformulated version contains 30% more caffeine than the previous Pibb Xtra formula and offers an intensified cherry flavor profile with notes of caramel and spice. Consumers can find Mr. Pibb and a zero-sugar variant in 12-packs of 12-ounce cans, as well as in 20-ounce and two-liter bottles for the regular version at participating retailers.
Dane Callis, Director of Sparkling Flavors at Coca‑Cola North America, commented on the relaunch: “Consumers have been asking for Mr. Pibb’s bold kick of cherry flavor for some time. 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 packaging retains the brand’s traditional maroon color while introducing gold accents and an exclamation point to signal its enhanced taste and higher caffeine content.
“When Mr. Pibb first launched, the packaging didn’t tell consumers what it was — it told them what it was not,” said Callis. “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 at Sparkling Flavors for 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 company aims to attract both returning fans who enjoyed Mr. Pibb previously as well as new customers interested in stronger flavors within the spicy cherry soft drink segment.
