MR. PIBB AND SCOTTIE PIPPEN TEAM UP TO REJECT LABEL OF “SECOND BEST”

Majority & WPP OpenX launch mockumentary-style campaign that re-introduces Mr. Pibb with challenger edge and satirical charm.

The Coca-Cola Company is partnering with legendary basketball Hall of Famer Scottie Pippen on a new ad campaign re-introducing Mr. Pibb as the indubitable favorite that’s been underrated and overlooked for far too long. Pippen champions the bold, sweet-yet-spicy cherry sparkling beverage through the comedic lens of his own iconic career. For let it be known, Mr. Pibb and Mr. Pipp are both DONE being thought of as “second best.”

“Mr. Pibb has always been underestimated, and that is exactly what makes this brand so exciting. As a true challenger, we are here to take on outdated perceptions and show up with bold confidence,” said A.P. Chaney, Head of Creative for Sparkling Flavors at The Coca-Cola Company. “Partnering with Scottie Pippen, now Mr. Pipp, brings that spirit to life as we set the record straight and celebrate what it really means to be a GOAT.”

Created by Majority and WPP Open X, the campaign debuted during the March Madness broadcast on Saturday, March 21, and spans OLV, social and digital. In the documentary-style film Pippen, aka “Mr. Pipp,” uses his signature unapologetic candor to advocate for Mr. Pibb’s undeniable flavor, while challenging what he believes are long held misperceptions, blurring the lines between Mr. Pibb’s reputation and his own. The film shows Pippen dialoguing with a can of Mr. Pibb, voiced by prominent media personality and podcast host Van Lathan. It all adds up to irresistible troll-vertising from what has been a largely dormant brand in recent years. 

“The best way to knock the cobwebs off a beloved legacy brand is to find its credible on-ramp into pop culture,” said Omid Farhang, founder of Majority. “We’re betting Mr. Pibb’s credible on-ramp is as the sardonic voice of the slept on.”

Majority, based in Atlanta, is a creative agency that combines a multicultural talent model with award-winning general marketing capabilities. WPP acquired a 30% stake in Majority in 2023.

The campaign is brought to life with support from Ifthen, Havas, Publicis, and Zeno. Directed by Amir Farhang.

Source: Majority & WPP OpenX

  A.P. Chaney, Basketball, Majority & WPP OpenX, The Coca-Cola Company