Who Owns Mr. Pibb?

A somewhat popular soda drink launched by Coca-Cola some forty-odd years ago, Mr. Pibb has a turbulent history (a lot of which is shrouded in mystery). However, that is not to say that the drink became an instant hit for some fizzy drink lovers in the US.

Since its daring and unflinching introduction in the late 1970s by one of the world’s biggest beverage manufacturing and retailing companies, Coca-Cola, Mr.Pibb was launched mainly to break the market share of another famous drink, Dr Pepper.

In light of everything, this article will unearth some of the history surrounding this controversial carbonated drink, and delve into its mysterious inception and subsequent marketing strategies.

Table of Contents

But First. Is The Drink Still Circulating in the US Market?

While the beverage was manufactured to compete with another reputed and well-loved drink, Dr Pepper, it is equally important to understand that a decade after its launch, Mr. Pibb would immediately become involved in race-based controversies.

Many people might not know this, but Coca-Cola removed Mr. Pibb from the shelves in 2001, to the dismay of the brand’s die-hard fans. So, it has been over twenty years since anybody has seen a Mr. Pibb bottle or can.

However, the news shouldn’t be a complete letdown, as Coca-Cola did, after 2001, launch new iterations of the classic drink known as Pibb Xtra. This drink is considered quite rare and is not sold everywhere. You may see it sold at your local marts or stores if you’re lucky.

It is also worth noting that Mr. Pibb’s downfall directly resulted from Dr Pepper’s fierce competition, opposition, and branding strategies.

Image Credit: Qasim Malick

A Look Into the Interesting Background of Mr. Pibb

Before learning more about who owns Mr. Pibb, it is helpful to familiarize yourself with some of the brand’s history and origins.

As the Coca-Cola and Pepsi war was in complete bloom during the early 70s, several notable drink brands unfalteringly competed to be first in the line to satiate the thirst of millions of Americans. At the time, Dr Pepper was one of the drinks at the forefront of popularity. Coca-Cola would take too kindly to the cherry-flavored sensation that would quickly become a household product.

Mind you, Coca-Cola, just like it is today, was the epitome of refreshment. However, it had to do something with Dr Pepper. And lo and behold, the company would launch Mr. Pibb. But Mr. Pibb, at first, was launched under a very different name, a very familiar name: “Peppo.”

Alas, this strategy did not last. Dr. Pepper sued Coca-Cola for infringing on their copyrights and won the case, legally prompting Coca-Cola to change the name from Peppe to “Mr. Pibb.” Mr. Pibb’s origins were those of several notable beverages in Waco, Texas in the early 1970s and 80s.

While Coca-Cola was a giant compared to Dr Pepper, the company still couldn’t beat the refreshing and irresistible taste of Dr Pepper’s cherry sweetness and peppery zest.

The multinational enterprise’s food scientists then attempted to formulate something rivaling that specific cherry-flavored drink. They launched Mr. Pibb in a darker and sweeter version, adding a hint of vanilla and other sweet undertones.

Then, the company would brashly implement a widespread marketing campaign for this holy grail of drinks as a powerful competitor to Dr Pepper. However, while Mr. Pibb did manage to scrounge up a cult-like following, it never could replace the demand for Dr Pepper.

Image Credit: Pille R. Priske

A Drastic Change in Formulation and Branding in 2001

Not willing to give up just yet, in 2001, Coca-Cola decided to give it another shot (which would be its final) at pushing Mr. Pibb to be a popular fizzy beverage in the US. Hence, the company rebranded the product to Pibb Xtra. The new drink came with a better formulation comprising a peppery flavor with a tasty cinnamon undertone.

It was a very zesty and delicious drink worthy of its new name, Pibb Xtra. The flavor, marketing, and new brand name signaled the company’s intention to start a new journey for the controversial soda drink. However, the taste and branding did not sit well with the drink’s earlier fans and followers, and people would incite protests against the rebranding.

Counterproductive Strategies: How Mr. Pibb Became a Catalyst for Increasing Dr Pepper Sales

When discussing who owns Mr. Pibb, it is essential to understand that it was launched disingenuously as a competition against Dr Pepper.

However, while the original and the rebranded fizzy beverage did amass quite a bit of popularity and sales for Coca-Cola, the controversies, litigations, and extreme competitiveness surrounding the drink would become more counterproductive.

Over time, it is fair to say that the problems with Mr. Pibb helped Dr Pepper skyrocket its sales.

Just three years after Mr. Pibb was launched in US markets, the owner of Dr Pepper, Woodrow Wilson Clements, stated that despite the hype surrounding Mr. Pibb, their product has continued to increase in popularity and sales.

In addition, in the last quarter of 2019, Dr Pepper sold more than $11 billion worth of sodas worldwide.

The Not-So-Shocking Demise of Pibb Xtra

While Pibb Xtra gradually succeeded, its sales declined during the 2019 pandemic. Now, many have associated this decrease in supply with the general outbreak and a global shortage of aluminum (the primary material in can making), In contrast others say that the drink just could not keep up.

Today, Pibb Xtra isn’t a commonly shelved soda drink throughout millions of grocery stores across the US. Sure, it could be because of the aluminum shortage, but as stated earlier, Dr Pepper would sell more than eleven billion dollars worth of drinks in 2019.

In 2020, Coca-Cola announced that it was experiencing a massive shortage in Pibb Xtra production and its much-loved Cherry Coke. The company has also been struggling to restock its classic beverages such as Coke Vanilla and Fresca.

The company seems to be focused on manufacturing and selling the most popular and loved beverage in its tier-1 product catalog.

References & more information