Mr. Pibb Taps Scottie Pippen Amid National Rollout
Coinciding with the nationwide rollout of its recently revived Mr. Pibb product, The Coca-Cola Company has enlisted NBA legend Scottie Pippen for a new campaign highlighting the CSD’s star status.
In the interview-style ad spot, Pippen’s alter ego, Scottie Pibben, draws parallels between his own perceived underdog status and Mr. Pibb’s often-perceived status as the second best, setting the record straight that “Pipp (and Pibb) is the G.O.A.T.”
“The ‘Scottie Pibben’ alter ego channels the same challenger mentality and edge I brought to the court, and still carry with me today,” said Pippen in a statement. “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.”
Introduced in 1972, Mr. Pibb has long been part of Coca-Cola’s lineup and was rebranded as Pibb Xtra in 2001. Its newest iteration, unveiled last October at NACS, features an updated recipe with higher caffeine content (54mg per 12 oz. can) and a “bold, spicy cherry taste with hints of caramel.”
The updated drink – available in regular and zero-sugar versions – hit select markets last year, including Florida, Chicago, Las Vegas, Michigan and California. It’s available in multiple formats, including 6- and 2-packs of 12 oz. cans, 20 oz. bottles, 2-liter bottles and 7.5 oz. mini cans.
In addition to Pippen, the relaunch has been backed by marketing featuring comedian/actor Roy Wood Jr. and activations such as Tyler, The Creator’s Camp Flog Gnaw Carnival in Los Angeles.
Zevia Denounces AI, Partners with Cardi B
Striking back against AI – which in this case stands for both artificial intelligence and artificial ingredients – Zevia unveiled its latest national campaign, “Real Soda for Real Humans.”
The new creative centers on a recurring humanoid robot – polished, rigid and eerie – that reflects a world plagued by artificiality. The robot spends its days downing chemical-laden “diet cola” as fuel. Meanwhile, the humans around it choose Zevia.
The moment the robot encounters Zevia’s zero-artificial-taste, it malfunctions, a nod to the idea that synthetic soda is crafted for machines, not people.
Continuing on the theme of transparency, Zevia separately announced a multi-year partnership with rapper Cardi B centered on transparency. According to the brand, Cardi B has “built her empire on one non-negotiable principle: keeping it real.”
As part of the agreement, the new shareholder and ambassador will help shape the zero-sugar soda brand’s cultural strategy and creative direction across multiple touchpoints.
“Cardi B is unapologetically confident, says what she means, and never waters herself down, all qualities that mirror how we think about our ingredients and our brand. Together, we’re excited to show people that better-for-you doesn’t have to be boring, niche or overcomplicated,” said Kirsten Suarez, CMO at Zevia, in the release.
Electrolit Hydrates Emerging Artists
Mexican hydration company Electrolit has been named the presenting sponsor of the Discovery Project DJ/Producer Competition, which is open through March 27.
Created by Insomniac Events in 2012, the Discovery Project program gives one hand-selected emerging artist the opportunity to perform live at EDC Las Vegas. The competition also supports artists by releasing their tracks on its record label.
Nespresso Harmonizes with Dua Lipa
Nespresso has tapped pop star Dua Lipa as its newest global brand ambassador, joining actor and longtime ambassador George Clooney. On April 14, the brand is set to unveil Vertuo World, a new global campaign highlighting the “Levitating” singer’s role at the forefront of its new direction.
“[Dua Lipa] is a true explorer, always curious, always trying something new and that energy fits beautifully with the direction we’re taking as a brand,” said Leonardo Aizpuru, CMO, in a press release. “Our purpose is to empower endless exploration through exceptional coffee, and Dua brings that mindset to life in a modern, effortless way.”
Coca-Cola Celebrates “Cinderella Stories” of March Madness
Expanding its “Fan Work Is Thirsty Work” platform, The Coca-Cola Company is celebrating the fans behind March Madness’ Cinderella stories, including students, alumni and supporters.
As part of the campaign, the soda giant unveiled the Coca-Cola Glass Slipper, a custom, size-11 basketball-sneaker-shaped cup “built to celebrate the team and fan base whose tournament journey most defies expectations.” One glass slipper will be given to a team from each tournament.
In other marketing news:
- Sparkling water producer Waterloo partnered with bagel shop chain Bagel Nook on three limited edition bagels inspired by its newest flavors: Lemon Italian Ice, Melon Medley and Banana Berry Bliss. The partnership ran from March 5 to March 8.
- Nitro-infused cold brew brand Rise Brewing Co. is transitioning from 7 oz. to 11 oz. cans that feature an updated look, according to a LinkedIn post. The new flavor colors “follow the progression of a sunrise, moving from the deep tones of Original Black to the brighter clarity of Vanilla.”
- VALR Energy unveiled a new can design aimed at creating a more premium, elevated identity that “mirrors the innovative, nitrogen-infused experience inside the can,” according to a LinkedIn post.