(“Why Coke Has Real Problems,” BusinessWeek.com, December 12, 2005, — by Dean Foust )
Excerpt relating to TaB Energy:
“And back in the U.S., Coke is using its shopworn Tab brand as the label for a new energy drink for women. The new drink is being called Tab Energy, has an energy-drink formulation, and the same can shape as Red Bull. ”
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(“A Jolt of Caffeine, by the Can,” NYTimes.com, November 23, 2005, — by Melanie Warner)
Excerpt relating to TaB Energy:
“A relative latecomer to the energy drink business, Coke is eager to become a much bigger player. In January, the company introduced Full Throttle, and last week it announced plans to revamp the 1970’s brand Tab, which has not been sold in any significant quantities in the last 20 years, as an energy drink aimed at women. It will also start selling a caffeinated version of its Powerade sports drink.”
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(“TaB drinkers, advertising help reveal that choice is king,” GainesvilleTimes.com, November 1, 2005, — by J.C. Smith)
I am proud to tell you that I claim membership in a special market segment. This is an elite group. I carry a membership card for the TaB Drinkers of America.
Many people are not familiar with TaB. Many poor souls may have thought that the Coca-Cola Co. no longer bottled, as I like to call it, “the nectar of the gods.”
TaB is sold in Mozambique, South Africa, Spain, Botswana, Iceland, Namibia and Swaziland, as well as the U.S. Virgin Islands.
Granted, TaB may not command the shelf space of other Coca-Cola products. Even with the introduction of Diet Coke in 1982, TaB has held its own over the years. First bottled in 1963, TaB was the company’s first sugar-free drink.
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(“Fans have a soft spot for old soft drink–A Soda with a Following,” Pressconnects.com, September 19, 2005, — by Elizabeth Cohen)
Sometimes Broome County runs dry. When it does, Tammy Kocak scrambles. “Recently we drove to Scranton, to check out the Wegmans there,” said the Binghamton office administrator, 43, speaking of one recent shortage. “If I locate a place that has some stock, I’m tempted to buy it all up.”
Tammy Kocak of Binghamton works as an assistant to Broome County Executive Barbara Fiala. Kocak admits to drinking two cases of TaB a week.