KO · News · 20261105N

Product Launch and Transition

COCA COLA CO · 2026-11-05 · Importance 49 · Surprise 66

Coca-Cola is reviving Mr. Pibb under its original name after the product was rebranded as Pibb Xtra. The relaunch includes a Zero Sugar variety and is positioned to appeal to nostalgic consumers. The reported version contains 30% more caffeine than Pibb Xtra, a change exceeding the 10% materiality threshold.

Key facts

• Coca-Cola is reviving Mr. Pibb, last seen in its original form in 2001 before being rebranded as Pibb Xtra. source
• The relaunched Mr. Pibb will have a Zero Sugar variety and 30% more caffeine than Pibb Xtra. source
• Coca-Cola teamed with Alice + Olivia on an exclusive 21-piece collection celebrating Coca-Cola's 140th anniversary. source
• The Alice + Olivia collection is available in Alice + Olivia boutiques, online, through select wholesale partners, and at Coca-Cola stores. source