The reformulated Mr. Pibb now features 30% more caffeine than its predecessor, Pibb Xtra, alongside an intensely sweet cherry taste, hints of caramel, and its signature spicy bite. It is being introduced along with Mr. Pibb Zero Sugar.
“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. He noted the strong following the brand maintains across social media platforms.
The initial rollout begins this month in select US regions, including Florida, Chicago, Las Vegas, Michigan, and California, with a national expansion planned for 2026.
The relaunch is supported by a high-voltage marketing campaign that preserves the brand’s maverick persona while modernizing its visual identity with new touches of gold. Marketing efforts, including online videos voiced by comedian Roy Wood Jr., will focus on connecting with multicultural Xennials and expanding brand awareness among younger consumers through grassroots events, including a presence at major festivals.
The move signals Coca-Cola’s aggressive strategy to capitalize on the fast-growing segment for bolder, higher-caffeine flavored sodas. The revived Mr. Pibb is available in 12-packs of 12-oz. cans, as well as 20-oz. and 2-liter bottles.
