Tab Clear was a variation of Tab. It is Coca-Cola's contribution to the short-lived "clear cola" movement during the early 1990s. It was introduced in the United States on December 14, 1992,[1] in the United Kingdom a month later[2] and in Japan in March 1993 to initially positive results. Tab Clear was, however, discontinued after only a short time of marketing in 1994. Unlike most other "clear" soft drinks, Tab Clear contained caffeine[1] and, according to the company, had the flavor of cola.[3][4]
After PepsiCo's introduction of Crystal Pepsi in mid-1992, Coca-Cola decided to follow suit with its own clear cola, Tab Clear, at the end of the year.[5]
In late December 1992, Coca-Cola Co. president Doug Ivester told a gathering of New York reporters that Tab Clear was being positioned as part of the "mainstream of diet soft drinks" and was "not a new-age beverage".[6] He declared:
Consumers want an alternative new soft drink with a lot of flavor. A new-age label would doom it. It would be aiming too low to go up against Crystal Pepsi and Clearly Canadian.
International introductionsedit
Tab Clear went international only two weeks after its introduction in the United States. The clear cola with "a mouthful of flavor" was introduced at a news conference in London on January 18, 1993. The product was made available to the British public from early February that year with a trial price of 23 pence, initially in 330 ml cans and later in 1.5 and 2 litre plastic bottles. The drink was referred to as "a completely new idea in soft drinks and is unlike any other product available".[7] This made Coca-Cola the first of the two rival US soft drink global corporations (Coke and Pepsi) to launch a clear cola in Europe.[8]
In early February that year, The Coca-Cola Company announced plans to introduce Tab Clear into Japan, scheduling a public introduction for mid-March. Japan became the third country to be introduced to Tab Clear.[9]
In the US and UK, Coca-Cola launched a heavy ad campaign for TaB clear with Chain of Mystery[10] and Sinister Connections,[11] linking TaB Clear with unintentionally being the cause of various historical events with the slogan "Suddenly everything is clear". Several radio ads were created as well, such as an ad about TaB Clear being an "eternal paradox"[12] and an ad where "Drink TaB Clear" is discovered when a song is played backwards. A very different ad campaign was created in Japan with ads mostly unrelated to each other and either featuring or voiced over by a Japanese spokesman.
TaB Clear commercials were played often, sometimes twice within a short break, proof of Coca-Cola's attempt to generate quick attention for the soft drink.
Initial market successedit
After positive consumer response in its initial 10 markets, it was announced on February 17, 1993, that Tab Clear would be introduced into an additional 20 American markets the coming March, increasing the drink's availability to 35 percent of the American population.[13] In an article from the Los Angeles Times, it was reported that Coca-Cola expected to have Tab Clear available nationwide by the end of the year.[14]
Despite the positive results, an article published in March that year reported "one oddity about the new Tab Clear: it is only sold in cans. You would think that would eliminate one of the pop's strongest selling points--its clearness."[15]
Post-discontinuationedit
In July 2004, a BBC Business News article referred to how "colourless versions" of Coke "have not been hugely successful".[16] Some have even referred to Tab Clear's marketing as a "born to die" campaign.[17]
In his 2011 book, Killing Giants: 10 Strategies to Topple the Goliath in Your Industry, Stephen Denny published an interview with former Coca-Cola Chief Marketing Officer Sergio Zyman that stated the formation and subsequent failure of Tab Clear was a deliberate move to destroy Crystal Pepsi, capitalizing on the public's lack of understanding of Pepsi's heavily marketed product. Tab Clear was marketed as a diet drink, which were less popular than traditional colas, and the Tab brand in general was seen as an inferior product to flagships like Coca-Cola or Pepsi. With Tab Clear being placed in such close proximity to Crystal Pepsi, the image of both brands would be damaged in what Zyman called a "kamikaze" strategy. "This is like a cola," Zyman explained, "but it doesn't have any color. It has all this great taste. And we said, 'No, Crystal Pepsi is actually a diet drink.' Even though it wasn't. Because Tab had the attributes of diet, which was its demise. That was its problem. It was perceived to be a medicinal drink. Within three or five months, Tab Clear was dead. And so was Crystal Pepsi."[18]
^ abBryant, Adam (December 15, 1992). "COMPANY NEWS; Coke Adds a Clear Cola To Its 'New Age' Stable". The New York Times. ISSN 0362-4331. from the original on April 15, 2023. Retrieved June 10, 2023.
^"COMPANY NEWS; Tab Clear Is Introduced In Britain". The New York Times. January 19, 1993. ISSN 0362-4331. from the original on November 30, 2021. Retrieved June 10, 2023.
^The new beverage choice is crystal clear – Beverages April 15, 1993
^Davis, Suee (April 15, 1993). . findarticles.com. Archived from the original on May 15, 2006.
^It's clear – or is it? (Coca Cola's Tab Clear) (New Products) Prepared Foods Magazine – March 1, 1993[dead link]
^Coca-Cola adds clear version of Tab. (soft drink) – accessmylibrary.com Supermarket News| December 21, 1992[dead link]
^THE COCA-COLA COMPANY TAKES TAB CLEAR INTERNATIONAL Great Britain First Market Outside the U.S. PR Newswire| January 18, 1993[dead link]
^Coca-Cola keeps Tab on UK market. (introduction of Tab Clear) Marketing Magazine – January 21, 1993[dead link]
^COCA-COLA (JAPAN) COMPANY INTRODUCES TAB CLEAR PR Newswire| February 2, 1993
^Archived at Ghostarchive and the : Chain Of Mystery TaB Clear 1994. YouTube.
^ITV ad break, 26/07/93 (#2). YouTube. Archived from the original on December 11, 2021.
^Archived at Ghostarchive and the : Classic Mid 90's Tab Clear Cola Radio Commercial. YouTube.
^INITIAL MARKET SUCCESS PROPELS TAB CLEAR INTO 20 NEW MARKETS PR Newswire| February 17, 1993
^New Age Cola for Super Bowl Sunday – Los Angeles Times January 28, 1993
^Bananas are not the only fruit BBC NEWS / BUSINESS – July 1, 2004
^Mullin, Bernard James; Hardy, Stephen; Sutton, William Anthony (2007). Sport Marketing. Vol. 13. Human Kinetics. p. 168. ISBN978-0-7360-6052-3 – via Google Books.
^Denny, Stephen. Killing Giants: 10 Strategies to Topple the Goliath in Your Industry. Portfolio Hardcover, 2011, p. 86-89.
October 30, 2023
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Tab Clear was a variation of Tab It is Coca Cola s contribution to the short lived clear cola movement during the early 1990s It was introduced in the United States on December 14 1992 1 in the United Kingdom a month later 2 and in Japan in March 1993 to initially positive results Tab Clear was however discontinued after only a short time of marketing in 1994 Unlike most other clear soft drinks Tab Clear contained caffeine 1 and according to the company had the flavor of cola 3 4 Tab ClearTypeDiet clear colaManufacturerThe Coca Cola CompanyCountry of origin United StatesIntroduced1992 31 years ago 1992 Discontinued1994 29 years ago 1994 Related productsCrystal Pepsi Tab Coca Cola Clear White Coke Contents 1 Competition 2 International introductions 3 Initial market success 4 Post discontinuation 5 See also 6 ReferencesCompetition editAfter PepsiCo s introduction of Crystal Pepsi in mid 1992 Coca Cola decided to follow suit with its own clear cola Tab Clear at the end of the year 5 In late December 1992 Coca Cola Co president Doug Ivester told a gathering of New York reporters that Tab Clear was being positioned as part of the mainstream of diet soft drinks and was not a new age beverage 6 He declared Consumers want an alternative new soft drink with a lot of flavor A new age label would doom it It would be aiming too low to go up against Crystal Pepsi and Clearly Canadian International introductions editTab Clear went international only two weeks after its introduction in the United States The clear cola with a mouthful of flavor was introduced at a news conference in London on January 18 1993 The product was made available to the British public from early February that year with a trial price of 23 pence initially in 330 ml cans and later in 1 5 and 2 litre plastic bottles The drink was referred to as a completely new idea in soft drinks and is unlike any other product available 7 This made Coca Cola the first of the two rival US soft drink global corporations Coke and Pepsi to launch a clear cola in Europe 8 In early February that year The Coca Cola Company announced plans to introduce Tab Clear into Japan scheduling a public introduction for mid March Japan became the third country to be introduced to Tab Clear 9 In the US and UK Coca Cola launched a heavy ad campaign for TaB clear with Chain of Mystery 10 and Sinister Connections 11 linking TaB Clear with unintentionally being the cause of various historical events with the slogan Suddenly everything is clear Several radio ads were created as well such as an ad about TaB Clear being an eternal paradox 12 and an ad where Drink TaB Clear is discovered when a song is played backwards A very different ad campaign was created in Japan with ads mostly unrelated to each other and either featuring or voiced over by a Japanese spokesman TaB Clear commercials were played often sometimes twice within a short break proof of Coca Cola s attempt to generate quick attention for the soft drink Initial market success editAfter positive consumer response in its initial 10 markets it was announced on February 17 1993 that Tab Clear would be introduced into an additional 20 American markets the coming March increasing the drink s availability to 35 percent of the American population 13 In an article from the Los Angeles Times it was reported that Coca Cola expected to have Tab Clear available nationwide by the end of the year 14 Despite the positive results an article published in March that year reported one oddity about the new Tab Clear it is only sold in cans You would think that would eliminate one of the pop s strongest selling points its clearness 15 Post discontinuation editIn July 2004 a BBC Business News article referred to how colourless versions of Coke have not been hugely successful 16 Some have even referred to Tab Clear s marketing as a born to die campaign 17 In his 2011 book Killing Giants 10 Strategies to Topple the Goliath in Your Industry Stephen Denny published an interview with former Coca Cola Chief Marketing Officer Sergio Zyman that stated the formation and subsequent failure of Tab Clear was a deliberate move to destroy Crystal Pepsi capitalizing on the public s lack of understanding of Pepsi s heavily marketed product Tab Clear was marketed as a diet drink which were less popular than traditional colas and the Tab brand in general was seen as an inferior product to flagships like Coca Cola or Pepsi With Tab Clear being placed in such close proximity to Crystal Pepsi the image of both brands would be damaged in what Zyman called a kamikaze strategy This is like a cola Zyman explained but it doesn t have any color It has all this great taste And we said No Crystal Pepsi is actually a diet drink Even though it wasn t Because Tab had the attributes of diet which was its demise That was its problem It was perceived to be a medicinal drink Within three or five months Tab Clear was dead And so was Crystal Pepsi 18 See also edit nbsp 1990s portalList of defunct consumer brandsReferences edit a b Bryant Adam December 15 1992 COMPANY NEWS Coke Adds a Clear Cola To Its New Age Stable The New York Times ISSN 0362 4331 Archived from the original on April 15 2023 Retrieved June 10 2023 COMPANY NEWS Tab Clear Is Introduced In Britain The New York Times January 19 1993 ISSN 0362 4331 Archived from the original on November 30 2021 Retrieved June 10 2023 The new beverage choice is crystal clear Beverages April 15 1993 Davis Suee April 15 1993 The new beverage choice is crystal clear findarticles com Archived from the original on May 15 2006 It s clear or is it Coca Cola s Tab Clear New Products Prepared Foods Magazine March 1 1993 dead link Coca Cola adds clear version of Tab soft drink accessmylibrary com Supermarket News December 21 1992 dead link THE COCA COLA COMPANY TAKES TAB CLEAR INTERNATIONAL Great Britain First Market Outside the U S PR Newswire January 18 1993 dead link Coca Cola keeps Tab on UK market introduction of Tab Clear Marketing Magazine January 21 1993 dead link COCA COLA JAPAN COMPANY INTRODUCES TAB CLEAR PR Newswire February 2 1993 Archived at Ghostarchive and the Wayback Machine Chain Of Mystery TaB Clear 1994 YouTube ITV ad break 26 07 93 2 YouTube Archived from the original on December 11 2021 Archived at Ghostarchive and the Wayback Machine Classic Mid 90 s Tab Clear Cola Radio Commercial YouTube INITIAL MARKET SUCCESS PROPELS TAB CLEAR INTO 20 NEW MARKETS PR Newswire February 17 1993 New Age Cola for Super Bowl Sunday Los Angeles Times January 28 1993 findarticles com Prepared Foods Bananas are not the only fruit BBC NEWS BUSINESS July 1 2004 Mullin Bernard James Hardy Stephen Sutton William Anthony 2007 Sport Marketing Vol 13 Human Kinetics p 168 ISBN 978 0 7360 6052 3 via Google Books Denny Stephen Killing Giants 10 Strategies to Topple the Goliath in Your Industry Portfolio Hardcover 2011 p 86 89 Retrieved from https en wikipedia org w index php title Tab Clear amp oldid 1171971470, wikipedia, wiki, book, books, library,
