When Coca-Cola announced it would discontinue TaB in October 2020, fans across the country were devastated, and then they got organized.
The SaveTaBSoda Committee formed within weeks. The idea was simple: instead of thousands of scattered, heartbroken posts, give TaB lovers a single, coordinated voice. We hold meetings, plan campaigns, and bring our case directly to the people who can actually pour it again.
We’ve been at it since 2020, and a registered nonprofit since 2021, run entirely by volunteers. No one profits. Every dollar and every hour goes toward one goal: getting fresh TaB back on shelves.
We’ve raised three billboards in Coca-Cola’s hometown, a message every executive’s commute couldn’t miss.
For TaB’s birthday, committee members dropped off hundreds of handwritten cards, straight to Coke.
Coordinated call-in days flood Coca-Cola’s line with polite, persistent requests. Every call is counted.
Fun events like this one in Atlanta, Coke’s own hometown, keep the energy around TaB loud, proud, and impossible to ignore.
Headlines paraphrased from published coverage of the SaveTaBSoda Committee.
A pink racecar, a billboard reveal, and TaB turning up in the wild, a few of our favorite moments, on video.
Coca-Cola launches TaB, its first diet cola, born in an age of full-sugar drinks.
TaB becomes a cultural icon, the “beauty drink,” the cool, defiant alternative, with a flavor no one could copy.
A new sibling shifts the spotlight, but TaB keeps a fiercely loyal, high-devotion following.
After 57 years, Coca-Cola retires TaB. The fans, however, are not finished.
Petitions, phone campaigns, three billboards in Atlanta, birthday cards to HQ. We’re still here, and louder than ever.
Curious how it all began? Read the full history of TaB & its discontinuation.
A signature is step one. TaB will only come back if the crowd keeps showing up — follow the movement for campaign news, fun TaB photos, and every win along the way.
