Overview
- Coca-Cola confirmed the reformulated Mr. Pibb will replace Pibb Xtra and will also be offered in a Zero Sugar version.
- The first release hits Florida, Chicago, Las Vegas, Michigan and California, with 12-pack cans plus 20-ounce and 2-liter bottles.
- New packaging returns to maroon with gold accents and an exclamation point that signals the brand’s punchier profile.
- Marketing will target “multicultural Xennials,” featuring online videos voiced by Roy Wood Jr. and experiential events.
- Coke filed a fresh Mr. Pibb trademark in September after the 2014 cancellation, as the brand reenters a market where Beverage Digest data shows Dr Pepper rose to No. 2 in 2024, with separate reports noting a distributor shift that Keurig Dr Pepper says it is addressing.