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End of the line for once iconic Tab, Coca-Cola decides
Author of the article:
Postmedia News
Publishing date:
Oct 19, 2020 • Last Updated 6 hours ago • 1 minute read
Coca-Cola is canning Tab, the company’s first diet drink launched in 1963 because it has lost its fizzle amid a shrinking market.
The giant beverage company, which has been forced to cut costs during the pandemic, will discontinue making Tab at the end of 2020, it said in a release.
The decision is part of Coca-Cola’s strategy to kill off “zombie” brands such as Diet Coke Feisty Cherry in an effort to focus on fewer brands with stronger sales.
“It’s about continuing to follow the consumer and being very intentional in deciding which of our brands are most deserving of our investments and resources and also taking the tough but important steps to identify those products that are losing relevance and therefore should exit the portfolio,” Cath Coetzer, Coke’s global head of innovation and marketing operations, said in a statement.
Described as a sugarless fizzy drink, Tab attracted a loyal fan base dubbed Tabaholics because of its cult-like allegiance.
Courtesy of some clever marketing and questionable health guarantees, the drink became a hit, promising to help people “keep tabs” on their weight.
Tab is an acronym for totally artificial beverage.
Market observers like to remark on the nostalgia surrounding Tab and its ground-breaking presence when the diet drink first came on the scene.
Without it, they believe, brands such as Diet Coke and Coke Zero may not have been around.
Other drinks being shut down by Dec. 31 include Zico coconut water, Diet Coke Feisty Cherry and regional names such as Delaware Punch and Northern Neck Ginger Ale.
Author of the article:
Postmedia News
Publishing date:
Oct 19, 2020 • Last Updated 6 hours ago • 1 minute read
Coca-Cola is canning Tab, the company’s first diet drink launched in 1963 because it has lost its fizzle amid a shrinking market.
The giant beverage company, which has been forced to cut costs during the pandemic, will discontinue making Tab at the end of 2020, it said in a release.
The decision is part of Coca-Cola’s strategy to kill off “zombie” brands such as Diet Coke Feisty Cherry in an effort to focus on fewer brands with stronger sales.
“It’s about continuing to follow the consumer and being very intentional in deciding which of our brands are most deserving of our investments and resources and also taking the tough but important steps to identify those products that are losing relevance and therefore should exit the portfolio,” Cath Coetzer, Coke’s global head of innovation and marketing operations, said in a statement.
Described as a sugarless fizzy drink, Tab attracted a loyal fan base dubbed Tabaholics because of its cult-like allegiance.
Courtesy of some clever marketing and questionable health guarantees, the drink became a hit, promising to help people “keep tabs” on their weight.
Tab is an acronym for totally artificial beverage.
Market observers like to remark on the nostalgia surrounding Tab and its ground-breaking presence when the diet drink first came on the scene.
Without it, they believe, brands such as Diet Coke and Coke Zero may not have been around.
Other drinks being shut down by Dec. 31 include Zico coconut water, Diet Coke Feisty Cherry and regional names such as Delaware Punch and Northern Neck Ginger Ale.
