Bottler Outreach Update/Survey Highlights (Second Installment)

As we shared earlier this month–The SaveTaBSoda Committee has been in the process of writing letters to Coca-Cola Bottlers. We’ve sent an introduction letter (1) and a market demand letter (2). Then we sent another letter (3) explaining what we learned about the price TaB drinkers are willing to pay to have their product back.

Next up, we’re distributing a (4) letter describing the various distribution options that TaB drinkers are interested in (again–including data from our surveys). Finally, we’ll send a wrap up letter to them summarizing the high points from the four surveys, and include the open-ended comments from the TaB drinkers.

While we’re working on all of these letters to Coca-Cola Bottlers, we need all of you to continue contacting Coca-Cola headquarters. Call as often as you can! And to encourage even more participation, we even have an event coming up on 5/4 and 5/5 where you have a chance to win a prize if you make some calls!

Call (800.GET.COKE)


Interesting Survey Tidbits

Again, thank you so much for filling out our surveys!! While you’re calling and e-mailing Coca-Cola, we thought it would be helpful to share some of what we learned from all of you in the second survey. There may be some interesting information from it you want to share in your calls!

We received over 400 responses to the surveys.


  • An overwhelming majority would be willing to pay a premium price for the ability to purchase TaB again.
  • When it comes to a premium price—TaB drinkers are willing to put their money where their mouth is.
    • It’s nearly an even split with almost a quarter willing to pay more than a 50% premium for TaB.
    • Nearly half of TaB drinkers are willing to pay a 11%-49% premium.
    • As an example (using simple numbers), if a 12-pack of Diet Coke sold for $10, TaB drinkers would be willing to pay upwards of $15 for TaB. Nearly a quarter of respondents would be willing to pay even more.
  • When it comes to packaging options, TaB drinkers are very open-minded. 
    • The vast majority are interested in an aluminum can option—especially in a configuration greater than 12 cans (24 pack, 30 pack, 35 pack, and so on).
    • More than half of TaB drinkers are also interested in glass bottles or smaller format plastic bottles.
    • Less popular options (fewer than half of respondents) were interested in 8-ounce mini cans and larger format plastic bottles (2 liters). 

  • When it comes to what the package looks like–we learned it’s what’s inside that counts.
    • Nearly half had no recommendation about the package at all—so long as it contains TaB.
      • Some comments included: “what’s inside is what matters,” “I would buy it in any container,” “It’s the taste I want,” “I’d drink it out of a bucket if it were available.”
    • Nearly a quarter mentioned they’d like to see a package include the iconic logo or incorporate the color pink, specifically.
    • A large component of respondents mentioned single-serve packages and aluminum cans as attractive options and/or they value recyclability/avoiding single-use plastic.

One particular comment sums up the sentiment from all of the open-ended survey responses: “I just want TaB to exist!”

Published by savetabsoda

The SaveTaBSoda Committee was formed in 2021 to help convince Coca-Cola to bring back TaB Soda! TaB was discontinued in 2020, and we weren't finished with it yet. Join us in our efforts to save TaB from the history books.

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