Tab Fans Push for Coke to Bring it Back


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Wonder.


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From wondery I'm David Brown, and this is business wars daily. On this Thursday, December 21, the person who first said time heals all wounds clearly never met a tab drinker. The Coca Cola company discontinued the diet soda, which was known for its pink can, three years ago after a half century of production, not to mention a few catchy jingles.


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Tab Cola has a beautiful taste, so good for beautiful people.


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At the time, the company said it was reducing its beverage portfolio and Tab was underperforming. Tab fans took to social media to voice their discontent and immediately began stockpiling.


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Cases of their beloved beverage.


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Don't ask me how I know. Now here we are, three years later, and tab lovers have not given up their cause. Last month, a dozen intrepid tab fans met with a Coca Cola executive sharing a petition to bring back the diet drink on its 60th anniversary. The Atlanta Journal Constitution reports the petition had more than 6500 signatures and some handwritten pleas as well. The petitioners, tabics, if you will, met at the World Museum of Coke, which was probably no accident. That also happens to be the only place you can still get a glass of tab from a fountain. The group of tab drinkers behind the effort run the website savetabsoda.com, and they're hoping to convince the soda giant to bring back their beloved soft drink.


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What started as a group of upset customers has now turned into a non profit organization called the Save Tab Soda Committee, which has vowed to keep fighting for its slow calorie cause. The group has held call days where they encourage Tab fans to bombard Coke's customer service reps with demands that the company bring back their favorite soda brand. Of course, not all sodas have such passionate followings. In January, PepsiCo discontinued Sierra Mist Lemon Lime soda. And while devoted fans were undoubtedly a little sour about that move, a change petition to bring back that brand has only gotten about 700 signatures online. You know, if Coke decides to resurrect the Tab brand, it won't be the first time it's done.


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So CNN reminds us, back in the early two thousand and ten s, the company discontinued Surge soda, which had been introduced as a competitor to Mountain Dew. It was the early days of Facebook, and angry Surge fans used the platform to show their support for the sugary drink. After three years of lobbying the company, Surge fans won. Their soda was brought back in, quote, limited capacity. The company called it a business decision. Surge was again discontinued in 2020 when Coke cleaned house and got rid of tab two, but it's still available in some restaurants, the report says. So will tab fans be able to accomplish the same result? Coordinators of the Save Tab soda committee are reportedly in touch with some of the folks who had success with Surge, the CNN report relayed.


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And while a company spokesperson said there are, quote, no plans to revive the brand, tab lovers have also vowed to.


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Keep up their fight.


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Maybe they'll be able to zero in on what it will take for Coke to reconsider. From wandery this is business awards daily.


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I'm your host, David Brown, written by.


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Gwen Moran and produced by Jessica Yarmoski. Our executive producers are Tina Rubio and Marshall Louis.


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