“TaB Energy: Fashionably Marketed”

(“TaB Energy: Fashionably Marketed,” BrandNoise.com, January 26, 2006)

Tab Energy is an energy drink based on The Coca-Cola Company’s diet soda, Tab. It shares the Tab name but does not taste like the original Tab. The drink will be marketed to women. It is scheduled to hit shelves in early 2006. Tab Energy will not use Saccharin like original Tab instead it will contain Sucralose. Comparable to Red Bull, Tab Energy will be available in 10.5 ounce slim cans patterned in fuchsia gingham. Tab was Coca-Cola Company’s first sugar-free drink, introduced in 1963, and is still available in limited quantities.

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“The peculiar appeal of Tab cola” — by Tim Nudd, Catherine Taylor

(“The peculiar appeal of Tab cola,” AdFreak.com, February 1, 2006)

Lots of Tab news lately. Brand Noise has a post about Tab Energy, a new energy drink that’ll be sold in slim, Red Bullish cans. Among the early reviewers, Starving Actor’s Loft in Harlem seems to like it, but he did get it for free. And in The New Yorker, Ben McGrath uses the Tab Energy launch to talk about the cult of Tab freaks, which apparently include Steve Brill. The piece suggests that Tab’s “peculiar flavor (‘It tastes like metal’) and reputation for unhealthiness� are actually its strengths. We don’t have much to add here except, OK, here’s a vintage Tab ad. Enjoy.
—Posted by Tim Nudd

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“Tab spinoff digs up memories of nasty original” – by Sherry Slater

(“Tab spinoff digs up memories of nasty original,” The Journal Gazette, February 11, 2006 – by Sherry Slater)

When I read recently that the Coca-Cola Co. is launching an updated version of Tab, memories started fizzing and bubbling in my brain.

My mom bought that disgusting diet cola for about five years when I was a kid. We gulped it down because, even though we hated the taste of it, it was still pop. And it was supposed to be helping us lose weight.

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“The plight of the TaB Addict [in Canada]” – by Jennifer Wells

(“The plight of the TaB addict. VICES | The lengths to which some Canadians will go …,” TheStar.com, February 12, 2006 — by Jennifer Wells)

When it comes to vices, ya do what ya gotta do. Even if the vice in question isn’t anything near as illicit as say, crystal meth, but instead is sold over the counter in a pink pop can that recalls the era of Mary Quant, paisley shirts and winkle pickers.

Except it isn’t sold over the counter. Not in Toronto. Not in Ontario. Not in Canada, writ large.

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