Coca-Cola Faces Public Campaign for Revival of Retired Tab Soda Brand

The Coca-Cola Company pulled one of its iconic beverages from the market in 2020, and now fans want it back. Despite the influx of new drinks under the company brand, many have remained loyal to the company's first diet soda and are asking for its return to the market.

According to The Street, before Coca-Cola introduced its Diet Coke and Coke Zero Sugar, the consumers had been drinking Tab. But unfortunately, the beverage manufacturer retired the brand exactly three years ago.

Rise and Decline of Coca-Cola's First Diet Soft Drink

Tab was launched in 1963 and has enjoyed popularity for many years as most women want a zero-calorie drink. Americans dived into fad diets in the 1970s and early 1980s, so Tab soda became even more popular.

However, Diet Coke was released in 1982, and the demand for Tab declined. In the following decades, Coca-Cola said that while the popularity of the diet soda brand dimmed and its sales gradually plunged over the years, it has maintained a "small but loyal" number of fans.

The Birth of Save TAB Soda Movement

The Georgia-headquartered Coke producer officially retired Tab in 2020. The company explained that it had to cut the brand from its portfolio to focus on brands and products with more growth potential. The company knows that Tab still has many fans but fails to see that they are more dedicated and can even be called "diehard" loyal drinkers.

These fans have formed "Save TaB Soda" to convince Coca-Cola to bring the drink to stores again. The group said they are TaB drinkers with a purpose and have bonded to reverse Coke's decision to withdraw their favorite drink. The team is composed of fans from around the world.

Preparing to Deliver Request for TAB's Return

The Save TAB Soda committee revealed this week that it will hold a gathering at Coca-Cola's headquarters in Atlanta on Oct. 20. Their goal is to show the management how much they want the soda and convince them to bring it back.

"TaB has a special place in the hearts of so many," the president of Save TaB Soda committee, Adam Burbach, said in a press release. "We are traveling to Atlanta with hopes that our stories will encourage Coca-Cola to bring back this iconic product that has meant so much to its fans. The brand affinity for TaB is strong and we would love to be able to purchase and enjoy it again."

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