After nearly 60 years, Coca-Cola ceases its first diet soda, Tab, which acquired a huge fan base in the 70s and 80s and maintained a small but affectionate following over the years.
The saccharin-sweetened, zero-calorie tab was originally marketed to women. People who are familiar with the taste have described it as “bitter” and “as bad medicine” with a metallic and long-lasting aftertaste.
Loss growth was more or less cannibalized when Diet Coke came on the scene in 1982. But Coke kept the brand alive for years for his devotees.
When announcing Tabs’ end, Coke noted that the calorie-free beverage category has changed markedly in recent years, both in terms of its core consumer base and preference. Losses for retired products free the company to invest in its power plant Diet Coke and Coke Zero brands.
“This is not a bottom-line efficiency game,” said Brad Spickert, senior vice president of innovation and commercialization. “It’s a top-line growth game.”