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Coca-Cola relaunches cult-favorite soda With modernized changes, Mr. Pibb.
The soda brand known for its spicy cherry flavor is returning to select markets with 30 percent more caffeine. Mr. Pibb became Dr. Pibb in the 1970s. It was launched as a competitor to the Pepper, but was reformulated and rebranded as Pibb Xtra in 2001. The new Mr. Pibb Xtra will not be sold while Pibb is available.
Consumers have long known Mr. There have been calls for the return of the Pibb brand, Dane Callis, director of sparkling flavors for Coca-Cola North America, said in an interview. The relaunch comes amid a growing interest in ‘new-stalgia’ – taking something nostalgic and improving it for the modern consumer.
“The ethos and persona of the brand hasn’t changed,” Callis said. “It’s just a reorganization, we’re going back to the name that consumers want and have always wanted.”
The new formulation will be available in 12-ounce cans, 20-ounce and 2-liter bottles in Florida, Chicago, Las Vegas, Michigan and California. Mr. Pibb and Mr. A national launch of Pibb Zero Sugar is planned for next year.
The new brand identity stimulates consumers’ nostalgia while at the same time creating Mr. It’s about striking a balance between attracting a new generation of customers who may have never tasted Pibb.
Beverage companies have revived discontinued brand names as a way to gain immediate brand recognition in a soda category full of innovation and competition. Sliced Soda and Jolt Cola Also return It has additional properties such as better-for-you ingredients.
Callis said Mr. Pibb’s extra caffeine level helps it stand out from the crowd, especially in the spicy cherry soda segment, where caffeine levels are more limited. Formerly Mr. The Pibb recipe contained about 40 mg of caffeine, similar to Coca-Cola. Mr. Callis encourages consumers with a “bold and rebellious attitude.” He said the caffeine was added to position the Pibb brand. The brand plans to actively engage in experiential marketing events through university campuses and music festivals.
Adding more caffeine is just one way to meet changing consumer preferences and address different use cases for soda, Callis said, especially as the category sees more innovation and other better options. Offering a sugar-free version of the soda was also a move to reach more consumers and give them more choice.
Re-releasing previous flavors in updated packaging is part of a larger strategy to capitalize on consumer interest in nostalgia. Earlier this year, Coca-Cola released a retro version of Diet Cherry Cola. diet cola lime. Mr. Like Pibb, this launch was driven by consumer interest in the product on social media.
Coca-Cola CEO James Quincey said sales growth in the first three quarters of the year was driven by innovation and that the company expects innovation to proceed at a “robust pace” going forward. revenue call with investors last month
In the third quarter Coca-Cola’s total revenue It recorded $12.5 billion, a 5% increase over the previous year.
