Embracing its underdog roots in a bold new way, Mr. Pibb, a brand of The Coca-Cola Co., Atlanta, has teamed up with basketball Hall of Famer Scottie Pippen for a new campaign. The campaign challenges perceptions and celebrates individuality, the brand says.

In a documentary-style film titled “Mr. Pipp,” the basketball star uses his signature deadpan candor to advocate for the soda’s unmistakable flavor and challenge long-held misperceptions. The film features Pippen chatting with a can of Mr. Pibb voiced by media personality and podcast host, Van Lathan.

The spot debuted during the NCAA March Madness telecast on March 21 and extends across digital and social media.

“Mr. Pibb has always been underestimated, and that is exactly what makes this brand so exciting,” said A.P. Chaney, head of creative for sparkling flavors at The Coca-Cola Co., in a statement. “As a true challenger, we are here to take on outdated perceptions and show up with bold confidence. 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.”

Pippen shared that the collaboration was a natural fit.

“Mr. Pibb has always done things its own way, so when they reached out about collaborating on this ad, I was all in,” Pippen said in a statement. “The ‘Mr. Pipp’ alter ego channels the same challenger mentality and edge I brought to the court and still carry with me today. March Madness is a time when people champion what they love — regardless of the odds — and it felt like the perfect time for fans to crack open a Mr. Pibb, enjoy the games and celebrate doing things their own way. What’s bolder than that?”

Originally launched in 1972 and renamed Pibb Xtra in 2001, Mr. Pibb made its return to shelves in select U.S. markets last fall following strong consumer demand. The reformulated version features 35% more caffeine than Pibb Xtra and a bold, delicious taste profile featuring intensely sweet cherry with hints of caramel and a spicy bite, the brand says.

Mr. Pibb and Mr. Pibb Zero Sugar is expanding to new markets alongside the regional rollout of two new flavors: Mr. Pibb Punchin’ Peach and Mr. Pibb Thrillin’ Vanilla. Both new flavors are rooted in the brand’s distinctive kickin’ cherry base, it says.