Brenda Khan
Tab, stylized as TaB, was the first diet drink produced and distributed by the Coca-Cola Company. It was introduced in 1963 and discontinued in 2020. Tab was popular among some people throughout the 1960s and 1970s as an alternative to Coca-Cola. Several variations were made, including a number of fruit-flavoured, root beer, and ginger ale versions. Tab's popularity began to decline in 1982 with the introduction of Diet Coke, which quickly overtook Tab in sales. Diet Coke was launched in 1982 and became the largest-selling low-calorie soft drink in America.
| Characteristics | Values |
|---|---|
| Name | Tab (stylized as TaB) |
| Type | Diet cola soft drink |
| Manufacturer | Coca-Cola Company |
| Year Introduced | 1963 |
| Year Discontinued | 2020 |
| Popularity | Best-selling diet soda in 1982; maintained a cult following |
| Variations | Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, Orange, Tab Clear, Tab Energy |
| Sweeteners | Cyclamate, Saccharin, Sucralose, Acesulfame Potassium, Aspartame |
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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 as a low-calorie alternative to Coca-Cola
- Tab's popularity declined after the introduction of Diet Coke in 1982
- Diet Coke was initially marketed as a great-tasting soft drink, rather than a diet drink
- Coca-Cola discontinued Tab in 2020, along with other slow-selling drinks
Coca-Cola's first diet drink was Tab, introduced in 1963
Tab was a zero-calorie drink, sweetened with saccharin. It was reported to taste "like bad medicine". In the 1970s, Coca-Cola introduced six variety flavours of Tab, all of which were sugar-free: Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, and Orange. A caffeine-free version of the original Tab flavour was introduced in 1983, alongside caffeine-free versions of Coca-Cola and Diet Coke.
Tab maintained a cult following even after the introduction of Diet Coke, and it was only discontinued in 2020 as part of Coca-Cola's efforts to streamline its offerings during the COVID-19 pandemic. Despite its decline in popularity, Tab is credited for paving the way for the diets and lights category, and for the development of Diet Coke and Coke Zero Sugar.
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Tab was popular in the 1960s and 1970s as a low-calorie alternative to Coca-Cola
Tab was Coca-Cola's first diet drink, introduced in 1963. It was initially marketed to consumers who wanted to "keep tabs" on their weight. The drink was popular in the 1960s and 1970s as a low-calorie alternative to Coca-Cola.
Tab was the best-selling diet soda in 1982, the same year Diet Coke was introduced. However, Diet Coke quickly overtook Tab in sales, and Tab's popularity began to decline. Despite this, Tab retained a cult following, with around 3 million cases sold in 2008.
Tab was available in several variations, including fruit-flavored, root beer, and ginger ale versions. In the 1970s, Coca-Cola introduced six sugar-free flavors of Tab: Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, and Orange. Caffeine-free and clear variations were released in the late 1980s and early 1990s.
In 2006, Coca-Cola introduced Tab Energy, which shared the Tab branding but had a different formula. Tab was discontinued in 2020 as part of Coca-Cola's efforts to scale back on under-performing brands during the COVID-19 pandemic.
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$20.98 $22.38
Tab's popularity declined after the introduction of Diet Coke in 1982
Tab was the first diet drink produced and distributed by the Coca-Cola Company. It was introduced in 1963 and quickly gained popularity as an alternative to Coca-Cola. Tab enjoyed immense popularity in the 1970s and 1980s, with several variations being made, including a number of fruit-flavored, root beer, and ginger ale versions. However, Tab's popularity began to decline in 1982 with the introduction of Diet Coke.
Diet Coke, also known as Coca-Cola Light or Coca-Cola Diet, was unveiled on July 8, 1982, and introduced in the United States one month later. It was the first new brand since Coca-Cola's creation in 1886 to use the Coca-Cola trademark. Diet Coke quickly overtook Tab in sales and became the largest-selling low-calorie soft drink in America. By 2011, Tab's production had dwindled to just 3 million cases annually, while Diet Coke sold 885 million cases.
There were several reasons for Diet Coke's success and its impact on Tab's popularity. Firstly, Diet Coke's flavor profile was closer to the original Coca-Cola, but without the sugar. This appealed to consumers who wanted a great-tasting soft drink that also happened to be low in calories. Diet Coke's marketing campaign played a significant role in its success. The campaign positioned Diet Coke as a "great-tasting soft drink" rather than just a diet drink, broadening its appeal beyond those on a diet regimen. Extensive consumer research also allowed Diet Coke to target a wider audience, including men, and tap into the social psychology of the target consumer through packaging and advertising.
Additionally, concerns about health and obesity in the early 1960s created a burgeoning market for diet drinks. Diet Coke capitalized on this trend and offered a low-calorie alternative to Coca-Cola. The introduction of Diet Coke also shifted the focus and resources of the Coca-Cola Company, which may have impacted the marketing and production of Tab. Finally, in 1984, Coca-Cola introduced Nutrasweet (aspartame) into the Tab formula, which alienated a significant portion of its market due to a perceived change in flavor.
Despite the decline in popularity, Tab retained a loyal and devoted cult following, with customers purchasing about 3 million cases in 2008. Tab was eventually discontinued in 2020 as part of Coca-Cola's efforts to scale back on under-performing brands during the COVID-19 pandemic.
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Diet Coke was initially marketed as a great-tasting soft drink, rather than a diet drink
Diet Coke was launched in 1982 as the first new brand since Coca-Cola's creation in 1886 to use the Coca-Cola trademark. It was the Coca-Cola Company's second diet drink, following the success of Tab (stylized as TaB), which was introduced in 1963.
Despite being a diet drink, Diet Coke was initially marketed as a great-tasting soft drink. Steve Norcia, a former executive at the McCann Erickson ad agency, explained that the drink was positioned as "a great-tasting soft drink that happens to have one calorie, rather than as a diet drink that tastes great". This strategy aimed to broaden its appeal and emphasise sheer pleasure and great taste, rather than focusing solely on its suitability for a diet regimen.
Norcia's team at SSC&B conducted extensive consumer research, which influenced the brand's marketing strategy. They crafted an ad campaign that introduced and sustained Diet Coke in its first year. The initial can design featured bold red letters against a white background with diagonal pinstripes. The famous ""Just for the Taste of It" tagline effectively communicated the product's focus on taste and pleasure. This vision guided all aspects of the brand's presentation, from packaging graphics to billboards.
The launch of Diet Coke was a significant moment in the Coca-Cola Company's history, as it marked a shift from the company's long-standing policy of using the Coca-Cola name only on its flagship cola. This decision reflected the growing popularity of diet drinks and the company's desire to compete with the success of rival Pepsi's sugar-free options. Diet Coke quickly overtook Tab in sales, becoming the largest-selling low-calorie soft drink in America.
Over the years, Diet Coke has introduced various flavours and packaging designs to stay appealing to consumers, especially millennials. It has also undergone formulation changes, replacing aspartame with sucralose and acesulfame potassium in some versions. Despite competition from other low-calorie options, Diet Coke remains a popular choice, outselling Pepsi in the United States by 2011.
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Coca-Cola discontinued Tab in 2020, along with other slow-selling drinks
Tab, Coca-Cola's first diet drink, was discontinued in 2020, along with other slow-selling drinks. Tab was introduced in 1963 and 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, but its popularity declined after the introduction of Diet Coke in the same year. Tab retained a cult following, with some people consuming about six or seven cans a day, but Coca-Cola decided to discontinue it as part of their efforts to scale back on underperforming brands during the COVID-19 pandemic.
Tab had a distinct pink can and a unique blend of artificial sweeteners, including saccharin and NutraSweet. It was initially marketed to women with the message that the zero-calorie beverage would keep their waistlines trim. In the 1970s, Coca-Cola introduced six variety flavors of Tab: Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, and Orange. A caffeine-free version of the original Tab flavor was introduced in 1983, and Tab Clear, a caramel color-free version, was released in the United States in 1992.
The discontinuation of Tab was part of Coca-Cola's decision to streamline its beverage lineup and focus on more successful brands. The company planned to cut more than half of its 500 brands, and Tab, along with other slow-selling drinks, was retired to make way for new innovations and meet changing consumer demands.
Other drinks discontinued by Coca-Cola in 2020 include Coca-Cola Life, Delaware Punch, Diet Coke Feisty Cherry, Northern Neck Ginger Ale, Zico coconut water, and Sprite Lymonade. Additionally, Coca-Cola Energy, which was launched in 2020, was discontinued after a brief period due to low sales.
The discontinuation of these drinks was part of Coca-Cola's strategy to stay relevant and responsive to consumer needs. While some drinks were retired, the company also relaunched old fan favorites, such as Barrilitos, a beloved Mexican soft drink. Coca-Cola also continuously works on reimagining older classics and introducing new brands to recapture audiences' attention and stay competitive in the dynamic soft drink market.
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Frequently asked questions
Tab (stylized as TaB) was a diet cola soft drink produced and distributed by the Coca-Cola Company, introduced in 1963 and discontinued in 2020.
Yes, in the 1970s, Coca-Cola introduced six variety flavours of Tab: Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, and Orange.
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.
As part of their efforts to scale back on under-performing brands during the COVID-19 pandemic, in October 2020, Coca-Cola announced that it was discontinuing Tab, along with several other slower-selling drinks.
