How Coca-Cola Embraces a Challenger Mindset to Market Mr. Pibb Mr. Pibb, the spicy cherry soda introduced in 1972, made a national comeback last year after spending over two decades marketed as Pibb Xtra. As Coca-Cola expands its reach, a new campaign aims to challenge misconceptions about the brand in a market dominated by Dr. Pepper. The initiative includes a 30-second ad featuring NBA legend Scottie Pippen, who recounts his experience as a second-string player during his career. Pippen, who spent much of his time in the shadow of Michael Jordan, the widely regarded greatest basketball player, is portrayed in the ad as someone who internalized the idea of being second best. The ad draws parallels between Pippen’s legacy and Mr. Pibb’s brand identity, referencing how marketing, social media, and documentaries have perpetuated the notion of being second-rate. A talking can of Mr. Pibb humorously notes, “Pibb took that personally,” a nod to a meme from the 2020 docuseries The Last Dance, which focused on Jordan’s career. A.P. Chaney, head of creative for sparkling flavors at The Coca-Cola Company, explained the campaign’s goal: “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 leverages Pippen’s persona as a “wing man and hype man” for those overlooked or perceived as secondary. Chaney emphasized that Pippen’s confidence and quiet charisma align with Mr. Pibb’s brand, stating, “Basketball is the backdrop, while we reinforce the voice of being the slept on.” The ad’s focus on Pippen’s self-assuredness mirrors the brand’s positioning as a bold, anti-conformist challenger. This campaign follows last year’s relaunch of Mr.#scottie_pippen #coca_cola #mr_pibb #dr_pepper #keurig_dr_pepper
Cutino Mobley shares the biggest lesson he learned from Kobe Bryant: "Believe in your work" Cutino Mobley, reflecting on his time training with the late Kobe Bryant, emphasized the importance of trusting in one’s preparation. During their offseason sessions in Philadelphia, Bryant often pushed Mobley to apply the skills they practiced on the court during actual games. Mobley recounted how Bryant would grow frustrated when he hesitated to take open shots, a moment that left a lasting impression. Bryant, known for his relentless pursuit of excellence, never settled despite his five NBA championships, 18 All-Star selections, and two Finals MVP awards. He constantly sought ways to refine his game, a mindset he passed on to younger players like Mobley. The former NBA player recalled Bryant’s mantra: “Believe in your work.” During Mobley’s early NBA years, Bryant would challenge him, asking, “Why are you taking a thousand shots a day and then passing up a shot when you get it? What’s the matter with you?” Mobley admitted he once struggled with this philosophy, partly due to the high-caliber competition he faced with the Houston Rockets, where he shared the court with legends like Charles Barkley, Scottie Pippen, and Hakeem Olajuwon. Mobley explained that he initially hesitated to shoot frequently, fearing he might miss opportunities due to the presence of such elite teammates. He described the mental adjustment required to balance confidence with the reality of playing alongside top-tier players. Beyond Bryant’s influence, Mobley highlighted how other mentors, including Alvin Williams and Rasheed Wallace, helped him embrace the value of showcasing hard work.#kobe_bryant #cutino_mobley #philadelphia #charles_barkley #scottie_pippen
