Milly Gaines
Tab, stylized as TaB, was the first diet soft drink produced and distributed by the Coca-Cola Company. It was introduced in 1963 and remained popular throughout the 1960s and 1970s as an alternative to Coca-Cola. Tab was the best-selling diet soda in 1982, but its popularity declined with the introduction of Diet Coke, which became the first diet soft drink to emphasize taste and pleasure rather than being part of a diet regimen.
| Characteristics | Values |
|---|---|
| Name | Tab |
| Introduced | 1963 |
| Discontinued | 2020 |
| Type of beverage | Diet cola soft drink |
| Sweetener | Initially a mixture of cyclamate and saccharin, later sodium saccharin, then Nutrasweet (aspartame) |
| Popularity | Best-selling diet soda in 1982, popularity declined after the introduction of Diet Coke |
| Variations | Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, Orange, Tab Clear, Tab Energy |
| Availability | United States, United States Virgin Islands, Southern African Customs Union, Norway, Canada, Spain, Australia, United Kingdom |
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What You'll Learn
- Coca-Cola's first diet drink was Tab, introduced in 1963
- Tab was popular in the 1960s and 1970s, with several variations
- Tab's popularity declined after the introduction of Diet Coke in 1982
- Tab was discontinued in 2020, along with other underperforming brands
- Diet Coke's tagline was Just For the Taste of It, emphasising taste over health
Coca-Cola's first diet drink was Tab, introduced in 1963
In the 1970s, Coca-Cola introduced six variety flavours of Tab (all of which were also sugar-free): Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, and Orange. Tab was also available in a caffeine-free version, introduced in 1983.
In the early 1970s, studies linked saccharin, Tab's main sweetener, with bladder cancer in rats. This led the United States Congress to mandate warning labels on products containing the sweetener. However, the label requirement was later repealed when no plausibility was found for saccharin causing cancer in humans.
Tab's popularity began to decline in 1982 with the introduction of Diet Coke, although it retained a cult following in the United States, with customers purchasing about 3 million cases in 2008. In October 2020, Coca-Cola announced it was discontinuing Tab, along with several other underperforming brands.
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Tab was popular in the 1960s and 1970s, with several variations
Tab was Coca-Cola's first diet soft drink, launched in 1963. It was originally intended for diabetics but became popular among dieters seeking a low-calorie, low-sugar alternative to traditional sodas. Tab was particularly popular in the 1960s and 1970s, with several variations released over the years.
In the early years of Tab's existence, it was one of the only diet soda options available. The drink's sales grew quickly, and it became the first diet soda to achieve widespread popularity across the United States. Tab's success prompted other manufacturers to enter the market with their own diet drinks, including Pepsi with Patio Diet Cola (later renamed Diet Pepsi) and Dr Pepper with Like (now known as Diet 7 Up).
During the 1960s and 1970s, diet sodas typically used artificial sweeteners like saccharin and cyclamate, which reduced calories but left a metallic and bitter aftertaste. This aftertaste was often compared to medicine or chemicals. Despite this, Tab maintained its popularity, and its fans included tennis players and enthusiasts who rushed to stockpile the drink when it was discontinued in 2020.
In the 1980s and 1990s, Tab faced increasing competition as new variations of diet sodas were introduced, including Diet Coke and Diet Pepsi. These new diet sodas used different sweeteners like aspartame and sucralose, which offered a cleaner and more sugar-like taste. Despite the growing number of alternatives, Tab retained a loyal following, with some enthusiasts even petitioning to save the drink when it faced discontinuation.
While Tab's market share dwindled over the years, it left a significant impact on the beverage industry. It paved the way for a variety of diet soda options and played a role in shaping how these drinks were made and marketed. Tab's legacy reflects the evolving preferences of consumers, who sought refreshing, zero-calorie drinks while also becoming more conscious of artificial sweeteners.
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Tab's popularity declined after the introduction of Diet Coke in 1982
Tab was Coca-Cola's first diet soft drink, introduced in 1963. It was popular in the 1960s and 1970s as an alternative to Coca-Cola, with several variations, including fruit-flavoured, root beer, and ginger ale versions. However, Tab's popularity began to decline after the introduction of Diet Coke in 1982.
Despite initial concerns that Diet Coke would cannibalize Tab's sales, the Coca-Cola Company decided to move forward with the new product to remain competitive in the market. The company dedicated significant resources to ensure the success of Diet Coke, including a well-crafted ad campaign and strategic positioning as a great-tasting soft drink that happened to be low in calories. This broad appeal, combined with the strength of the Coca-Cola name, attracted consumers and contributed to the success of Diet Coke.
Tab's market share gradually diminished as Diet Coke gained popularity. While Tab drinkers remained loyal, the shift in advertising dollars towards Diet Coke and the limited availability of Tab in stores impacted its sales. By 2019, Tab's sales made up only about 1% of the Coca-Cola portfolio, a stark contrast to the 885 million cases of Diet Coke produced in 2011.
Despite the decline in popularity, Tab retained a cult following, particularly in specific regions. In 2011, Coca-Cola produced approximately 3 million cases of Tab, showcasing the dedication of its fans. However, as the company scaled back underperforming brands during the COVID-19 pandemic, Tab was ultimately discontinued in 2020.
The introduction of Diet Coke in 1982 played a significant role in Tab's decline, as consumers embraced the new drink and Coca-Cola's strategic marketing and positioning. While Tab faced decreasing sales and limited availability, Diet Coke's success solidified its place in the market, contributing to the shift in consumer preferences.
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Tab was discontinued in 2020, along with other underperforming brands
Tab, Coca-Cola's first diet soft drink, was discontinued in 2020 after 57 years on the market. Tab was originally intended for diabetics, but it became popular among dieters seeking a low-calorie, low-sugar alternative to traditional sodas. It was the first drink of its type to become very popular across the US. However, over the years, Tab's market share dwindled; by 2019, its sales made up only about 1% of the Coca-Cola portfolio.
The discontinuation of Tab was part of Coca-Cola's decision to streamline its portfolio and cut underperforming brands. The company planned to eliminate half of its 500 brands in the coming years. While Tab had retained some passionate devotees, Coca-Cola's focus had shifted to other diet drinks, such as Diet Coke, which was introduced in 1982 and became an immediate hit.
The history of Tab is closely tied to the evolution of diet soda as a category. Diet soda emerged in the 1950s when consumers sought sweet, fizzy drinks without the calories of sugar. The first diet soda, No-Cal Ginger Ale, was created by Kirsch Beverages in 1952 for diabetic patients. However, these early diet drinks often had a metallic taste and bitter aftertaste due to the use of artificial sweeteners.
In the 1960s and 1970s, diet sodas used saccharin and cyclamate as sweeteners, which improved taste but still left an unpleasant aftertaste. Food scientists worked to address this problem, and in 1965 they discovered aspartame, which was approved for use in 1981 and added to Diet Coke in 1983. This discovery helped shape the diet soda market and contributed to the rise in popularity of diet drinks during this time.
Tab's discontinuation in 2020 marked the end of an era for Coca-Cola's first diet soda, making way for new and evolving consumer preferences in the beverage market.
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Diet Coke's tagline was Just For the Taste of It, emphasising taste over health
Coca-Cola, one of the world's most iconic soft drink companies, introduced its first diet beverage in 1963 with Diet Coke, specifically targeted at those who wanted to enjoy a Coke while mindful of their sugar intake. From the beginning, the company positioned Diet Coke as a beverage that offered the same great Coke taste but without the calories. This differentiation from other diet drinks in the market at the time was a strategic move by Coca-Cola to appeal to a wider range of consumers, including those who might not have typically chosen a diet drink.
The tagline "Just For the Taste of It" was a powerful marketing strategy, as it emphasized taste and pleasure, moving away from the health-focused messaging that was common in the diet beverage category at the time. By centering the conversation on taste, Coca-Cola invited consumers to enjoy Diet Coke simply because it tasted good, aligning it with the sensory experience of drinking a regular Coke. This approach proved successful, as it encouraged people who might not have considered themselves "diet drink consumers" to give it a try.
The campaign was a significant shift from the typical marketing strategies of the era, which often associated diet drinks with weight loss and health improvement. Instead, Coca-Cola chose to focus on the sensory experience of drinking Diet Coke, creating a more indulgent and pleasurable association with the product. This tactic helped to change the perception of diet drinks, making them more mainstream and appealing to a broader audience.
The "Just For the Taste of It" campaign also had a powerful visual component, with stylish and sophisticated imagery accompanying the catchy slogan. This visual appeal further reinforced the idea that Diet Coke was a desirable and enjoyable choice, regardless of one's weight or health goals. The success of this campaign contributed to the widespread popularity of Diet Coke and helped establish it as a leading brand in the beverage industry.
Through this tagline and marketing strategy, Coca-Cola normalized the consumption of diet drinks, no longer niche products but enjoyable options for a broader audience. This shift in perception had a lasting impact on the soft drink industry, with many other companies following suit and developing their own diet beverage lines. The legacy of the "Just For the Taste of It" campaign can still be seen today, as taste remains a critical factor in the marketing of diet and low-calorie beverages.
In conclusion, Diet Coke's "Just For the Taste of It" tagline represented a pivotal moment in the history of soft drink advertising. By emphasizing taste over health, Coca-Cola not only created a successful product but also reshaped the way consumers perceived and engaged with diet beverages, leaving a lasting impact on the industry.
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Frequently asked questions
Tab (stylized as TaB) was Coca-Cola's first diet soft drink.
Tab was launched in 1963.
Tab was initially sweetened with a mixture of cyclamate and saccharin. After the Food and Drug Administration (FDA) issued a ban on cyclamate in 1969, sodium saccharin was used as the beverage's primary sweetener.
Yes, Tab was popular among some people throughout the 1960s and 1970s as an alternative to Coca-Cola. It was the best-selling diet soda in 1982.
Tab's popularity declined after the company introduced Diet Coke in 1982. In October 2020, Coca-Cola announced that it was discontinuing Tab, along with several other underperforming brands.
