Core Insights - Coca-Cola is launching a new campaign for Mr. Pibb, aiming to challenge the perception that it is a second-best soda compared to Dr. Pepper [1][4] - The campaign features NBA legend Scottie Pippen, who discusses the implications of being considered second best, aligning with the brand's message [2][6] - The campaign will debut during the March Madness broadcast and includes various digital and social media components [5] Marketing Strategy - The ad campaign is designed to confront misconceptions about Mr. Pibb's status in the soda market, using a bold and authoritative approach [4] - The creative direction is led by WPP Open X, with contributions from Majority, Havas, Publicis, and Zeno [5] - The voice of the Mr. Pibb can is provided by media personality Van Lathan, who adds a humorous touch to the campaign [5] Product Development - Mr. Pibb was relaunched last year with a new formula that includes 30% more caffeine than its predecessor, Pibb Xtra [6] - The brand has expanded its retail availability and introduced new flavors, including Punchin' Peach and Thrillin' Vanilla [6]

Group 1 - Coca-Cola has lost a significant court case, resulting in the company no longer having access to Dr. Pepper in certain markets, which is the second-best-selling soda brand [4][6] - The Texas court ruling allows Keurig Dr Pepper to take full control of its distribution, impacting Coca-Cola's supply chain and access to Dr. Pepper in venues and restaurants [4][5] - Sprite remains the dominant player in the lemon-lime soda market, while PepsiCo's attempts to compete have not been successful, with its brands lagging far behind [1][3] Group 2 - PepsiCo has a history of launching various lemon-lime sodas to compete with Sprite, including Teem and Sierra Mist, but these brands have struggled to gain market traction [7] - In 2023, PepsiCo discontinued Sierra Mist and introduced a new brand, Starry, targeting Gen Z with a modern flavor profile and branding [7]