On March 31st, Coca‑Cola welcomes a new CEO, Henrique Braun. James Quincey, who has served as CEO since 2017, will be taking the role of Executive Chairman. Henrique Braun will be taking over as CEO. For most people, leadership changes come and go quietly. But for TaB fans — a cross‑generational community that has stayed loyal long after the last can rolled off the line — this moment feels different. It feels like an opening.
TaB wasn’t just a beverage. It was a daily ritual, a personal identity, a companion through decades of life. And even after its discontinuation, the community didn’t scatter. It grew. Today, the SaveTaBSoda Committee includes thousands of fans who still talk, share, reminisce, and — most importantly — stand ready to support TaB if it returns.
This new CEO deserves to know who we are.
Through all of us — the people who loved this brand, lived with it, and would gladly welcome it back.
So we’re inviting TaB fans everywhere to do something simple and powerful: Write a letter. Introduce yourself to Mr. Braun. Tell your TaB story. Share how many cases you’d buy, how you’d prepay, how you’d subscribe. Show the new CEO the real humans behind the pink can.
This isn’t pressure. It’s a welcome. A chance to say: Here we are. We’re loyal. We’re organized. And we’re ready.
A new chapter is beginning at Coca‑Cola. Let’s make sure TaB fans are part of the first page.
TaB fans, this is our moment.
Send your letter to:
The Coca-Cola Company
ATTN: Mr. Henrique Braun
1 Coca-Cola Plaza NW
Atlanta, GA 30313
Make your letter stand out!
Think about making your letter stand out from the crowd–Pink Envelope, Pink Stationery, Pink Pen. Include a photograph of you and your TaB stash or wearing your TaB merch. Let’s have fun with this!
If you need help writing your letter, here’s a template to get you started.
Save TaB Soda 
Will do!!
~Kari Lindstrom
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Thank you!!
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