Coca-Cola’s bet to revive the 54-year-old Mr. Pibb brand last year is paying off, with the soda becoming the fastest growing brand in 2026, according to a Morning Consult poll.
The soda giant relaunched Mr. Pibb in late 2025 with a new recipe, resulting in an increase of 11.2 percentage points in overall purchasing consideration. The brand was the fastest-growing soda in Morning Consult’s poll.
Prior to the brand refresh, Pibb Xtra and Mr. Pibb had been flat for several years, the business intelligence company found.
Coca-Cola relaunched Mr. Pibb to tap into consumer nostalgia while simultaneously introducing the brand to younger consumers.
Morning Consult’s poll shows the brand recorded the highest surge among Generation X, jumping 15.5 percentage points. It was also top-performing among millennials, growing 11.7 percentage points, and Baby Boomers, with a 9.8 percentage point boost.
It had a much smaller rate of growth among Generation Z, however, rising 5.5 percentage points and ranking as the 17th most popular brand among the demographic.
Brands found in the grocery store make up more than half of the survey’s top-performing brands, Morning Consult found.
“These brands saw their consideration rise more modestly than Mr. Pibb’s 11-point jump,” the firm said in the report. “But in a year where consumers are feeling squeezed, the familiar and reliable brands are the ones they are turning to.”
Morning Consult gathered the data after conducting consumer surveys on purchasing considerations among U.S. adults. Rankings were based on each brand’s total purchasing consideration from May 15 to Aug. 15, 2026. The analysis covered more than 2,800 brands.
