TAB

Company Brief

• Abbreviated Name TAB
• Full Name TAB a product of The Coca-Cola Company
• City Atlanta
• State Georgia
• Country of Origin United States
• Still in Business Yes
• Website TAB wiki
• Related Collector Clubs Coca-Cola Collector's Club

Company Profile

TAB soda, originally introduced by The Coca-Cola Company in 1963, holds a unique place in beverage history. It was marketed as a diet soda, catering to the growing demand for low-calorie drinks amidst increasing health consciousness in the 1960s.

The brand was created under what was called “Project Alpha” in an effort to develop a diet soft drink to challenge Diet Rite. The Coca-Cola Company used an IBM computer to generate a new name using four-letter words containing one vowel. A marketing team reviewed 185,000 options from the computer and selected 20 final names only to settle on the word “Tabb”. Fearing this word would not look good on marketing materials, “Tabb” was narrowed down to “TaB.” It was originally marketed as a diet drink for those who wanted to keep “tab” of their weight.

Upon its release, TAB quickly gained popularity, becoming one of the first diet sodas to hit the market. Its success was partly due to its zero-calorie formula, appealing to consumers looking to manage their weight without sacrificing their soda cravings. Throughout the 1970s and 1980s, TAB maintained a steady following, positioning itself as a staple in the diet soda category.

Despite its initial success, TAB faced increasing competition from newer diet sodas introduced by Coca-Cola and other beverage companies. By the 2000s, its popularity had declined significantly, and it was eventually discontinued in most markets. However, TAB continued to have a loyal fan base, particularly among nostalgic consumers who fondly remembered its heyday.

In 2020, The Coca-Cola Company announced the discontinuation of TAB due to declining sales and changing consumer preferences towards newer diet soda offerings. While TAB may no longer be widely available, its legacy as one of the pioneering diet sodas remains notable in the history of beverage innovation and consumer preferences.

Company Logos

Below are the company logos TAB used through the years in telling their story.

• March 1970 Logo

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• 1966

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  1 crazy calorie.

  Source: Life Magazine from February of 1966