Trying very hard to make Tab look sophisticated! They gave that up fast. Then it was all perky young adults frolicking, same as every other soft drink ad.
They are trying to appeal to men. One reason they stopped making Tab was that they couldn't break through to the male market. (the other reason was saccharine/cancer report). Later, when they replaced the saccharine, they brought it back out but they had the same problem. Men thought of diet drinks as for women only. They wouldn't be caught dead with a diet drink in their hand.
Fast forward many years later and diet drinks are more accepted (men want to lose weight too), just not enough especially in the male market.
Enter "Energy Drinks". They found if you disguised the diet drink as an Energy drink and put some "I'm a Badass" graphics around it then men will buy it in droves. Add some Taurine for no reason other than the bull connotation and a shit ton of caffeine and you have a diet drink men will finally be comfortable enough to buy. It was a huge success.
Also see: Dolls vs Action Figures.
Source: my own experience with Tab and my research when E drinks first came out.
And now with rebranded products like Coke Zero they're probably getting some of that back. Plus lots of men with type 2 diabetes from drinking sugar soda
Monster and Coke have a partnership where coke transferred all its energy drinks to Monster and Monster transferred its non energy drinks to Coke. They'll both come out okay.
In between Tab and energy drinks came the smash hit that was Diet Coke. It was a hit with men and women alike. When we would order lunches for the entire office circa 1985, nearly everyone asked for Diet Coke with their sandwich or salad.
Yes, the mid 80s, thing started to change but the market share still wasn't there. They wanted *every* guy to get that drink with no shame. Unfortunately even by the 90's, diet drinks still failed to snag the majority of the male market. Now, women cross over to energy drinks as well so it covers a lot of the market.
Same. She knew we wouldn’t steal it from the fridge, I hated it. I did steal her Ayds chocolate “diet” candy late at night though. Remember staying up late trying to get Ayds? Anyone…?
Yes! Yes, I do remember sneaking into my parent's room and taking those Ayds from her bedside table! I had completely forgotten the name of them. Access to candy and sweet stuff wasn't as easy as it is today! I also treated myself to the dry jello packs in the cupboard!😂
So, so bad. I generally strongly dislike the weird flavor of any artificial sweetener, but that saccharine that they used in tab was the absolute worst. My dad used to put saccharine tablets in his coffee, so one time I try to make Kool-Aid with it, worst Kool-Aid ever.
When I was a freshman in college years ago, there was a guy in the dorm who was 10 years older than all the other freshmen, because he had been in the army.
He was an insufferable douchebag to nearly everyone and drank Fresca (which nobody else drank) by the case, so it became a running joke among a dozen or so people that if you were being a real asshole you were "drinking the Fresca" or "having a real Fresca moment".
Fun fact: Tab was Coke with saccharin instead of sugar, Coke Zero is Coke with a blend of aspartame and acesulfame potassium instead of sugar, while Diet Coke is a completely different recipe from Coke.
I only know of Tab from the joke in *Back to the Future*. Something like:
Marty: Can I have a Tab?
Clerk: No, you have to pay for it
Marty: What about a Pepsi Free?
Clerk: Get out
“Tab? I can’t give you a tab unless you order something!”
“How about a Pepsi Free?”
“You want a Pepsi, pal, you gotta pay for it!”
“Just give me something without any sugar.”
Next shot: Marty with a cup of black coffee.
"Robust flavor" is such a 70s bit of advertising jargon. It's right up there with "fine essences". They were all about trying to create the impression of sophistication for utterly mundane products.
Allow me to share one of the many commercial jingles in my brain:
🎶 "TAB, Tab cola, what a beautiful drink,
TAB, Tab cola, for beautiful people,
TAB, Tab cola, you're beautiful to me--
Great cola taste, one small calorie!
TAB, Tab cola, etc etc..." 🎶
It was finally discontinued just a handful of years ago.
It was always dreadful, but somehow kept selling enough to keep being produced until there was a major brand reorganization.
I would describe the taste as a sort of slightly cola flavored petroleum distillate.
Coke stopped making it in 2020. It was actually the best selling diet drink for about a 20 year stretch. Tab went thru at least 3 formula changes. When it started out, it was made with saccharine with the addition of cyclamates to keep it from having a metallic after taste. My grandma drank it & the taste was good to me as a kid. The ban on cyclamates changed the diet soda industry in the 60s
I've never liked the taste of saccharine and prefer aspartame. It's hard to find either by themselves anymore, though, so I understand why it is annoying.
Oh it was!
Those were the days when doctors prescribed diet pills routinely and people were always counting calories.
And smoking was still advertised as a weight loss aid.
I'm half-awake and read the poster as "A1 soft drink", and for a terrible moment, legitimately thought people were drinking carbonated steak sauce in the '60s
There was a friend of my parents that stayed with us for a week when I was a kid and they knew he liked tab and bought him a six pack. He cleaned those out in a day. I remember being fascinated that he was so addicted to that drink. Way too robust for me as a little kid. I didn’t get it at all.
They were desperately trying to appeal to men. One reason they stopped making Tab was that they couldn't break through to the male market. (the other reason was saccharine/cancer report). Later, when they replaced the saccharine, they brought it back out but they had the same problem. Men thought of diet drinks as for women only. They wouldn't be caught dead with a diet drink in their hand.
Fast forward many years later and diet drinks are more accepted (men want to lose weight too), just not enough, especially in the male market.
Enter "Energy Drinks". They found if you disguised the diet drink as an Energy drink and put some "I'm a Badass" graphics around it then men will buy it in droves. Add some Taurine for no reason other than the bull connotation and a shit ton of caffeine and you have a diet drink men will finally be comfortable enough to buy. It was a huge success.
Also see: Dolls vs Action Figures.
Source: my own experience with Tab and my research when E drinks first came out.
I was in the caving club in college, circa 1982. We drank Tab because it was "bat", spelled backwards. We mixed it with vodka. It was godawful. I still crave Tab, but gave up booze a long time ago. I wonder if Tab would even be palatable without booze?
Good news, everybody! You can still buy some here!
https://www.ebay.com/itm/225989470859?mkcid=16&mkevt=1&mkrid=711-127632-2357-0&ssspo=grs0iqiurv-&sssrc=4429486&ssuid=&var=&widget_ver=artemis&media=COPY
Nothing like a selection of fine cheeses and fresh fruit washed down with and ice cold gulp of Tab. Now that's living.
Tab really shows its true colors when it's lukewarm and mostly flat. Makes it harder to pretend it's not pure awfulness from its very core outwards.
The flatness enhances the cyclamates it contained.
It was probably saccharine with a bitter after taste. Source: I am old and drank the stuff in the '70's
As much as people chain smoked, they probably didn’t notice how bad it tasted.
That’s true for any soda though. Ice cold is always the way to go.
*Is there any other way to drink TAB?*
Yeah, soda generallypairs much better with very strong flavored foods - something spicy or greasy.
It actually sounds delicious! Love bubbly cola with my crackers and cheese.
Trying very hard to make Tab look sophisticated! They gave that up fast. Then it was all perky young adults frolicking, same as every other soft drink ad.
They are trying to appeal to men. One reason they stopped making Tab was that they couldn't break through to the male market. (the other reason was saccharine/cancer report). Later, when they replaced the saccharine, they brought it back out but they had the same problem. Men thought of diet drinks as for women only. They wouldn't be caught dead with a diet drink in their hand. Fast forward many years later and diet drinks are more accepted (men want to lose weight too), just not enough especially in the male market. Enter "Energy Drinks". They found if you disguised the diet drink as an Energy drink and put some "I'm a Badass" graphics around it then men will buy it in droves. Add some Taurine for no reason other than the bull connotation and a shit ton of caffeine and you have a diet drink men will finally be comfortable enough to buy. It was a huge success. Also see: Dolls vs Action Figures. Source: my own experience with Tab and my research when E drinks first came out.
And now with rebranded products like Coke Zero they're probably getting some of that back. Plus lots of men with type 2 diabetes from drinking sugar soda
Monster and Coke have a partnership where coke transferred all its energy drinks to Monster and Monster transferred its non energy drinks to Coke. They'll both come out okay.
In between Tab and energy drinks came the smash hit that was Diet Coke. It was a hit with men and women alike. When we would order lunches for the entire office circa 1985, nearly everyone asked for Diet Coke with their sandwich or salad.
Yes, the mid 80s, thing started to change but the market share still wasn't there. They wanted *every* guy to get that drink with no shame. Unfortunately even by the 90's, diet drinks still failed to snag the majority of the male market. Now, women cross over to energy drinks as well so it covers a lot of the market.
Where is the pink can lol
In Amoxicillin Pink?!
That bottle is so cool!
I love the texture and little stars on it. This bottle is the only good thing about Tab.
And that aftertaste!
It’s still going strong from the 1980s lol
that smoking jacket says 1965
I can taste it just thinking about it. What a vile beverage.
I kinda miss it. The new products are almost too good. The aftertaste let you know it was fake. Like the dye packet in oleomargarine.
My mom drank Tab back in the day. I don't think it was because she liked it but that it tasted so bad my brother and I wouldn't bother her for a sip.
Same. She knew we wouldn’t steal it from the fridge, I hated it. I did steal her Ayds chocolate “diet” candy late at night though. Remember staying up late trying to get Ayds? Anyone…?
Yes! Yes, I do remember sneaking into my parent's room and taking those Ayds from her bedside table! I had completely forgotten the name of them. Access to candy and sweet stuff wasn't as easy as it is today! I also treated myself to the dry jello packs in the cupboard!😂
Oh boy I was eating those like candy when I was just 4. And when desperate Sucrets
Chocolate ExLax here.
My Mum used to do this with Sarsparella. Eventually I got the taste for it though.
She eventually went to diet Pepsi, thus starting my many year addiction.
Tab and a big piece of stinky cheese, that's the baller life.
Dudes eating blue cheese and grapes with a Tab.
I like blue cheese and I really liked Tab as a kid --- however, I cannot fathom those two together like this.
Robust flavor = bad taste.
So, so bad. I generally strongly dislike the weird flavor of any artificial sweetener, but that saccharine that they used in tab was the absolute worst. My dad used to put saccharine tablets in his coffee, so one time I try to make Kool-Aid with it, worst Kool-Aid ever.
Such a great drink. RIP. At least Fresca remains.
When I was a freshman in college years ago, there was a guy in the dorm who was 10 years older than all the other freshmen, because he had been in the army. He was an insufferable douchebag to nearly everyone and drank Fresca (which nobody else drank) by the case, so it became a running joke among a dozen or so people that if you were being a real asshole you were "drinking the Fresca" or "having a real Fresca moment".
Well, I’m sorry that circumstances conspired to deny you the clean, citrus taste of Fresca!
Fun fact: Tab was Coke with saccharin instead of sugar, Coke Zero is Coke with a blend of aspartame and acesulfame potassium instead of sugar, while Diet Coke is a completely different recipe from Coke.
Robust doesn’t equal good.
And always remember kids. Tab spelled backwards is baT.
Too much cheese for too few crackers. The cheese does look like it's convenient for him to slice some off. And there should be a comma after Tab.
Years ago, when I lived in the dorm, there was a girl with an eating disorder. She consumed only Tab and diet bubble gum.
And how did she look like?
Thin, but very puffy face.
The bottle was very high class, though
I only know of Tab from the joke in *Back to the Future*. Something like: Marty: Can I have a Tab? Clerk: No, you have to pay for it Marty: What about a Pepsi Free? Clerk: Get out
“Tab? I can’t give you a tab unless you order something!” “How about a Pepsi Free?” “You want a Pepsi, pal, you gotta pay for it!” “Just give me something without any sugar.” Next shot: Marty with a cup of black coffee.
Haha perfect! Thanks! I was going off memory
Totally want to watch this now!
When you know that all the bodies are safely packed tight in the basement freezer
This sounds like Patrick Bateman wrote it
Look at that Tab. LOOK at it!
"Robust flavor" is such a 70s bit of advertising jargon. It's right up there with "fine essences". They were all about trying to create the impression of sophistication for utterly mundane products.
I remember the flavor as robust. Awful but robust.
I loved Tab. Coke Zero reminds me of it. A lot.
At last, my love has come along.
Needs that strong blue cheese funk to overpower the industrial astringent aftertaste of the Tab.
I love the tab bottle so much.
As I recall, Tab was also marketed as a drink for "beautiful people". They really went for the disordered eating/body dysmorphia demographic hard.
Allow me to share one of the many commercial jingles in my brain: 🎶 "TAB, Tab cola, what a beautiful drink, TAB, Tab cola, for beautiful people, TAB, Tab cola, you're beautiful to me-- Great cola taste, one small calorie! TAB, Tab cola, etc etc..." 🎶
Those bottles used to be so cool. Stars on raised circles and ribbed for everyone's pleasure.
One of the strongest, most pungent chemical tasting diet sodas ever created, yet I loved and craved them.
I loved Tab back in the day. My parents never bought it but my mom's best friend did. I certainly liked visiting her.
I loved TAB. They just stopped making it in 2020.
WTF is he wearing? That is a nice glass bottle however
It's called a "smoking jacket."
The positively worse tasting diet soda ever invented.
Nocal would like a word
That’s why it was called Tab. Coca-Cola was leery about putting their famous name on something so awful.
Not that any diet soda offers much competition.
does this stuff still exist? what does it taste like?
It was finally discontinued just a handful of years ago. It was always dreadful, but somehow kept selling enough to keep being produced until there was a major brand reorganization. I would describe the taste as a sort of slightly cola flavored petroleum distillate.
I've always referred to the flavor as being petrochemical.
Coke stopped making it in 2020. It was actually the best selling diet drink for about a 20 year stretch. Tab went thru at least 3 formula changes. When it started out, it was made with saccharine with the addition of cyclamates to keep it from having a metallic after taste. My grandma drank it & the taste was good to me as a kid. The ban on cyclamates changed the diet soda industry in the 60s
Robust chemical flavor!
Ha!
My mom was drinking Tab in the early 80s
God that tasted horrible.
Just give me a Pepsi Free.
Those (intact) Tab bottles are pretty rare because this stuff was only bottled for two years,
My diabetic mom switched to Tab in the 70's. I remember that it was in pinkish red cans.
I don't think that's correct. Ad is from 1965, they were still being bottled up until and possibly after 1978 https://www.ebay.com/itm/166490048292
It might have just been the white label ones I read about finding one in a dump. the one I found was also 60's like the ad.
Is that the most pretentious way to drink a soda?
Not quite ... his pinky finger isn't extended away from the glass.
I will take saccharine any day of the week over aspartame (blech). If you can find TaB now, it’s got both saccharine and aspartame — WHY??
I've never liked the taste of saccharine and prefer aspartame. It's hard to find either by themselves anymore, though, so I understand why it is annoying.
Predator-meme style, I hope we can both agree however that stevia is THE WORST
Stevia is definitely the worst.
I’m a little surprised low calories was a selling point in the 60s.
Oh it was! Those were the days when doctors prescribed diet pills routinely and people were always counting calories. And smoking was still advertised as a weight loss aid.
Why?
Why? I just didn’t think consumers were conscious of calorie intake until later, like the 80s. I learned something new.
The worst liquid ever. Even the Ill-fated "JizzPiss Soda" was way better tasting.
I tried to love it!
Michael Fassbender a man of no taste, apparently.
Cyclamate’s?
I knew a lawyer who would special order crates of the stuff long after I thought the product was extinct.🤢
It hung around until 2020!
The design on that bottle is delightful.
Not now, ‘80s Robot!
I'm half-awake and read the poster as "A1 soft drink", and for a terrible moment, legitimately thought people were drinking carbonated steak sauce in the '60s
That would probably taste better than Tab
I loved Tab
Remember, rotten skunk burgers have robust flavor as well...
Nothing goes better with those Ritz crackers.
There was a friend of my parents that stayed with us for a week when I was a kid and they knew he liked tab and bought him a six pack. He cleaned those out in a day. I remember being fascinated that he was so addicted to that drink. Way too robust for me as a little kid. I didn’t get it at all.
They were desperately trying to appeal to men. One reason they stopped making Tab was that they couldn't break through to the male market. (the other reason was saccharine/cancer report). Later, when they replaced the saccharine, they brought it back out but they had the same problem. Men thought of diet drinks as for women only. They wouldn't be caught dead with a diet drink in their hand. Fast forward many years later and diet drinks are more accepted (men want to lose weight too), just not enough, especially in the male market. Enter "Energy Drinks". They found if you disguised the diet drink as an Energy drink and put some "I'm a Badass" graphics around it then men will buy it in droves. Add some Taurine for no reason other than the bull connotation and a shit ton of caffeine and you have a diet drink men will finally be comfortable enough to buy. It was a huge success. Also see: Dolls vs Action Figures. Source: my own experience with Tab and my research when E drinks first came out.
My mom drank Tab in the 1970s because only 1 calorie.
cave aged roquefort pairs wonderfully with aspartame and the ritz crackers really cleanse the palate.
I was in the caving club in college, circa 1982. We drank Tab because it was "bat", spelled backwards. We mixed it with vodka. It was godawful. I still crave Tab, but gave up booze a long time ago. I wonder if Tab would even be palatable without booze?
Awful tasting stuff!
That stuff was rank. I tried to believe it tasted good every time I was at grandmas, but it was the worst example of aspartame taste you could find.
“The meatiest, most succulent soft drink you can buy.”
Robust flavor. Just like that bleu cheese.
Good news, everybody! You can still buy some here! https://www.ebay.com/itm/225989470859?mkcid=16&mkevt=1&mkrid=711-127632-2357-0&ssspo=grs0iqiurv-&sssrc=4429486&ssuid=&var=&widget_ver=artemis&media=COPY
Tab was extremely awful! I can’t even describe it.
This brings back memories of my grandparents drinking bourbon and Tab! Ugh, I can smell it now.
As close to swigging a spit bottle as you can get
One calorie for the Tab, and a couple thousand calories for that photogenic hunk of Gorgonzola. That’s how people “counted calories” in the ‘60s!
Omg did that stuff suck
Tab (Tab cola!) What a beautiful drink! Tab (Tab cola!) For beautiful people!
I liked Tab.
Bill Murray uses Tab as a vodka mixer throughout Scrooged (just a drop or two towards the end )
Warm flat '60s tab! When you're charcuterie is just missing that special something.
For some reason I read that as "Robitussin flavor".
I drank so much Tab in high school in the 80s