As you know, we’re here to Save TaB! One of the ideas we’ve been working on is to capture some information from TaB drinkers to help demonstrate to the Coca-Cola Company how viable the product is and how just a little bit of investment in advertising and marketing it would make a world of difference in sales.
About a month ago, we created a “market research survey” for TaB drinkers on social media. And we’re sharing some of the things we learned through that survey here on our blog. And we’re also sharing these facts with the Coca-Cola Company.
In our prior post, we shared about the Net Promoter Score.
This time, we’re sharing some statistics about how difficult it’s been for TaB drinkers to purchase TaB in the last six months–and also some statistics about what they’ll replace it with when the TaB supply runs out.
We’re trying to help the Coca-Cola Company understand that 1) TaB sales have been artificially low because an extreme lack of supply (for years) has made it difficult for consumers to find it–and this escalated during 2020.
And 2), we want them to understand the idea that “TaB drinkers will just switch to Diet Coke or another Coca-Cola product” is simply false. TaB has a completely different flavor, brand image, and artificial sweetener ingredient–it’s truly one of a kind.
Survey stats tell us that only 4.5% of TaB drinkers will replace their TaB consumption with another Coca-Cola Product. In other words, out of 100 customers, Coca-Cola will lose at least 95 of them without TaB.
Stay tuned for our next installment of details from the survey that we’re also sharing with Coca-Cola.