How a Forgotten Fizzy Drink Became 2026's Fastest-Growing Brand
TL;DR: Coca-Cola's Mr. Pibb has become the fastest-growing brand of 2026 according to Morning Consult, with volumes reportedly up more than 20% in Q2, as nostalgia, 'zillennial' fandom and a caffeine boost revive a long-overlooked soda.
Sometimes the best new product is an old one. Coca-Cola has just proved it with a drink most people had half-forgotten.
Mr. Pibb — the spiced cherry soda that spent decades in Dr Pepper's shadow — has been named the fastest-growing brand of 2026, with reported volume growth north of 20% in the second quarter.
Nostalgia with a caffeine kick
The revival has been powered by 'zillennials' — the cusp of millennials and Gen Z — who have embraced Mr. Pibb as a nostalgic, slightly ironic alternative to the mainstream colas. A relaunch with more caffeine gave it fresh relevance.
Coca-Cola leaned into the organic affection rather than over-polishing it, letting a cult following do the heavy lifting. Scarcity and in-jokes online turned an old brand into a discovery.
Why reviving beats inventing
Launching a brand-new soda is brutally expensive and risky. Reviving a dormant one that already has name recognition and emotional residue is far more efficient — the awareness is sunk cost, and the nostalgia is free.
It is a reminder that a brand's back catalogue can be an asset. The equity built decades ago does not simply vanish; sometimes it just needs the right cultural moment.
The lesson for marketers
Before chasing the next shiny launch, look at what you already own. A discontinued line, a retro logo, a heritage story — these can be reactivated faster and cheaper than building something from nothing.
The caveat: nostalgia only works when it is matched to a real, current need. Mr. Pibb succeeded because the caffeine and the cultural timing were right, not just because it was old.
Quick FAQ
Why is Mr. Pibb growing so fast?
A mix of nostalgia, 'zillennial' fandom, a higher-caffeine relaunch and strong online buzz made Mr. Pibb the fastest-growing brand of 2026, with volumes reportedly up over 20% in Q2.
What can marketers learn from it?
Reviving a dormant brand with existing awareness is often cheaper and lower-risk than launching a new one — provided the nostalgia is matched to a genuine current need.
The cheapest brand awareness you'll ever find is the awareness you already built. Mr. Pibb didn't need a launch — it needed a moment. Before you invent something new, look hard at the heritage and equity already sitting in your cupboard. — Daniel Nikolla, Founder of Merx Marketing
Your back catalogue is an asset — a dormant brand with residual awareness can be revived faster and cheaper than a new one is built.
What dormant product, logo or story does your business already own that the right moment could bring roaring back?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Marketing Dive, Morning Consult, Food Dive, Beverage Daily.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
