Some sodas might not have a huge following, but the people who like the brand treat it almost reverently.
That’s true of some regional sodas like Coca-Cola Co.’s Moxie. Ostensibly, Moxie has a famously strong taste — it’s flavored with gentian root extract — but it has a certain following that appreciates its unique flavoring.
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Few drinks, however, have the level of following that one of Coca-Cola’s (KO) discontinued products has maintained. When the beverage company killed Tab in October 2020, an army of people took steps to try to force Coke to bring the brand back.
“On October 16, 2020 the Coca-Cola Company announced they would discontinue TaB — their original diet cola — after 57 years of production,” the group’s website said. “That’s where we come in. We’re TaB drinkers with a purpose. We’re the SaveTaBSoda Committee, and we’re working hard to convince Coca-Cola to reverse its decision to eliminate TaB. Please join us.”
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The SaveTaBSoda Committee has been active over the past four years. The group has a Change.org petition with nearly 8,000 signatures and has delivered a version of that document to Coca-Cola headquarters in Atlanta.
“TaB drinkers are a force to be reckoned with — we’ve formed a committee to work together to convince Coca-Cola to change its mind–and we would like your help by signing and sharing our petition,” the Committee explained in the petition.
“Other products from other companies have been revived over the years due to consumer demand. And we’ve even seen a different Coca-Cola product brought back due to overwhelming fan demand! It’s been done before, and it can be done again!”
Many say that Coca-Cola has hinted at Tab’s return.
Image source: Coca-Cola
Coca-Cola (maybe) offers Tab fans hope
Under 8,000 signatures is not a very encouraging number, but the SaveTaBSoda Committee has kept the faith. Members say that the use of their beloved diet soda in the company’s Super Bowl commercial was a sign.
“In its recent pre-Super Bowl ad, Coca-Cola highlighted TaB, even including commentary that its drinkers have great taste,” the SaveTaBSoda Committee told TheStreet. “Not surprisingly, the ad excited fans of the product who interpreted it as a nod to a possible comeback.”
In response to the ad, the SaveTaBSoda Committee wrote an open letter to the company, presenting an argument for TaB’s revival.
“When Coca-Cola discontinued TaB in 2020, it was not due to lack of demand, but rather a broader strategic shift,” the letter states. “Amid the challenges of Covid-19 and global supply chain disruptions, Coca-Cola streamlined its portfolio to focus on the highest-performing brands. This decision made sense at the time, as companies across industries prioritized efficiency and operational resilience.”
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The committee argues that Tab was never replaced.
“TaB’s brand equity was always stronger than it appeared on paper,” the letter continued. “It held a fiercely loyal consumer base, many of whom sought it out despite limited availability. No other brand has captured TaB’s core, devoted following, its one-of-a-kind taste, or its place in the cultural consciousness.”
Coca-Cola, for its part, pointed to declining TaB sales as the reason it was discontinued and it considers the various Diet Coke and Coca-Cola Zero Sugar as its replacements.
Tab was part of a larger Coca-Cola purge
When Tab met its demise in 2020, it was part of a much larger purge by Coca-Cola. The company eliminated around 200 brands.
“We are shifting to prioritizing fewer but bigger and stronger brands across various consumer needs,” then-Chief Executive James Quincey said at the time. “At the same time, we need to do a better job nurturing and growing smaller, more enduring propositions and exiting some zombie brands.”
Zico coconut water and Odwalla juice were also eliminated as part of a culling that began the summer before Tab was killed.
“In the case of a brand like Odwalla and its chilled direct-store delivery, which has struggled over the last several years, we started to stop operations effective July 31,” he added. “This gives us the flexibility to support our investments in brands like Minute Maid and Simply and to continue to scale rising stars like Topo Chico.”
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