On March 21 (ET), as the March Madness broadcast rolls on, Scottie Pippen appears in a documentary-style ad that treats “second best” less like a ranking and more like a story people get told until they start believing it. The spot is built around a simple tension: what happens when a person—or a soda—decides it has spent long enough playing second fiddle.
The new 30-second campaign is tied to Mr. Pibb’s national rollout after the spicy cherry soda returned last year following more than two decades marketed as Pibb Xtra. The Coca-Cola Company is using the moment to confront what it calls misconceptions in a category dominated by Dr. Pepper, with a creative strategy that aims for an immediate, unmistakable reset.
Why is Scottie Pippen starring in a Mr. Pibb ad now?
The campaign pairs Mr. Pibb with a public identity long shaped by comparison. The ad places Scottie Pippen in an interview-style, documentary approach, framing what it means to be considered second best. In the video, Pippen says, “When something has been considered second best for so long, we just blindly accept it as gospel. ”
The creative leans into the pun value between Mr. Pibb and Mr. Pippen, but the larger point is about reclamation: a challenger mindset turned into a national message. The ad also nods to culture and conversation—mentioning how “false gospels” can be reinforced through marketing, social media and multipart documentaries, including a reference to the 2020 docuseries “The Last Dance. ”
What is Coca-Cola trying to prove with the Mr. Pibb campaign?
The Coca-Cola Company is positioning Mr. Pibb as a brand ready to stop being treated as an afterthought. A. P. Chaney, head of creative for sparkling flavors at The Coca-Cola Company, described the intent in direct terms: “Our mission was to boldly confront the misperception that Mr. Pibb is second best, and we wanted to do it not gradually, but instantly and authoritatively. ”
The campaign debuts during the March Madness broadcast on March 21 (ET) and extends across online video, social and digital content. It was created by WPP Open X, led by Majority and amplified by Havas, Publicis and Zeno.
One of the ad’s central devices is a talking can of Mr. Pibb, voiced by podcaster and media personality Van Lathan, described as the voice for “some intrusive thoughts. ” Chaney said the brand intends to keep building on that character: “We plan to lean into the can in future creative, it being this wing man and hype man for those that are slept on or those that might be perceived as second best. ”
How does the relaunch connect marketing to everyday consumer choices?
Behind the new ad, Mr. Pibb’s return has included changes that affect what shoppers actually pick up. The relaunch included a return to the old brand name, a refreshed brand look and a new formula with 30% more caffeine than Pibb Xtra. The rollout also includes expanding retail availability of Mr. Pibb and Mr. Pibb Zero Sugar, plus two new regional flavors: Punchin’ Peach and Thrillin’ Vanilla.
The category context matters. Mr. Pibb reenters a soft drink landscape where Dr. Pepper has surpassed Pepsi in recent years, while Coca-Cola’s Sprite recently took over the NBA’s soft drink sponsorship from PepsiCo’s Starry. Coca-Cola has also pointed to changing consumer connections—older consumers drawn by nostalgia and Gen Z consumers attracted to increased caffeine that puts the soda closer to other beverage trends around functional energy.
In another campaign description tied to the rollout, Scottie Pippen was presented through an alter ego, “Scottie Pibben, ” drawing parallels between perceived underdog status and the soda’s “often-perceived status as the second best. ”, Pippen said: “The ‘Scottie Pibben’ alter ego channels the same challenger mentality and edge I brought to the court, and still carry with me today. ” He added, “March Madness is a time when people champion what they love – regardless of the odds – and it felt like the perfect time for fans to crack open a Mr. Pibb, enjoy the games and celebrate doing things their own way. ”
For the brand team, the choice of spokesperson is not just about fame. Chaney framed it as a personality match: “Basketball is the backdrop, while we reinforce the voice of being the slept on, ” Chaney said. “His confidence is at the center of it, which directly aligns with Mr. Pibb. We’re just leaning into who Scottie is and how our brand aligns with his personality. ”
What happens next for Mr. Pibb after this March Madness moment?
The March 21 (ET) debut is a high-visibility launchpad, but the strategy suggests continuity rather than a one-off stunt. The brand’s plan to “lean into the can” as a recurring wing man indicates more creative is expected to follow. The national rollout also signals a broader push to secure mindshare—and shelf space—in a market where perception can be as decisive as taste.
Back in the glow of the March Madness broadcast, the campaign’s central image is not a dunk or a buzzer-beater. It is a conversation about identity—about how reputations calcify, and how they can be challenged in public. Scottie Pippen steps into that spotlight to argue that “second best” is not a verdict, and Mr. Pibb is betting that the same message can change what people reach for when the next game goes to commercial.
