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.
Coca-Cola launches TaB — its first-ever diet soda, 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.
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.
“Coke killed Tab soda. Meet the superfans trying to save it.”
Fans hope to convince Coca-Cola to revive the once-popular diet soda.
“A group of diehard fans have taken extraordinary steps to get Coke to bring back their favorite soda.”
Headlines paraphrased from published coverage of the SaveTaBSoda Committee.