I have long been a fan of Pibb, its the type of drink that everyone has a peripheral knowledge that it exists, and yet, a sparse few have enjoyed the privilege of its cherry snap, its not so subtle spice, the oddly pleasant way it burns on the way down. It is the epitome of the American ideal of the underdog, coca-colas awkward middle child, left in the shadows of its world famous brothers.

I understand the reasoning if why coca-cola would rebrand this oft neglected soda-pop, but must they do this by corpratizing the branding? Killing the very soul of Pibb? The old branding made a statement, "we know what we are, and by God are we gonna be it as hard as we can". The lightening font, the purposefully and delightfully misspelled "Xtra" the pleasing pattern on the red negative space, it all worked in tandem to bring a smile to the face of any who gazed upon the label, printed on an ice cold bottle of the best damn soda out there.

Now turn to the "modernized" design, flat colors, derivative bubble lettering, and an i, condescendingly replaced with an exclamation. Sickening.

I implore the people of the free world, stand with me and tell corporate America, "no, we will not lap up whatever slop you put in front of us" "no, we will not let you strip us of our whimsy" "no, we will not allow you to kill this iconic branding"