Save TaB Soda

We’re Going to Atlanta — Who Wants to Join Us?

The SaveTaBSoda Committee is planning an event in Atlanta!!

(Date: Friday, October 20, 2023)

We are going to:

Visit the World of Coca-Cola
- Visit the Tasting Room (TaB has been available at times–hopefully it will be there when we visit!)
Deliver messages to Coca-Cola from TaB drinkers (more info will come out about this soon).
(TBD: additional activities that day to draw attention to TaB and our cause dedicated to bringing it back).

We need to start planning—so let us know if you want to join us. Participants will be responsible for their own travel, accommodations, and activity expenses including admittance to World of Coca-Cola. A block of hotel rooms will be reserved at a discounted rate for our group for those traveling from out of town.

Please complete this interest questionnaire so we have a better idea of how many people may participate. Those who are interested will receive a formal invitation with RSVP once we have finalized the day’s details.

Join Us in Atlanta?

Reach out if you have any questions–we’re still in the very early stages of planning this event, but we’ll do our best to help!

Let’s Finish our Calling Campaign Strong!

We’re halfway through our calling campaign (5/4 and 5/5) where we’re contacting Coca-Cola (800.GET.COKE) and asking for TaB back!

Let’s make sure we finish strong tomorrow with LOTS of phone calls.

A few important notes to share about the event so far:

First off, THANK YOU to every single one of you who made a phone call. And EXTRA thanks to those of you who made multiple calls (you know who you are, and so do we :))
Secondly, if you made a call, and didn’t fill out our form–please make sure you do. It helps us understand how many calls were made, and it also gets you a chance to win a prize! (If you don’t want a chance to win the prize, please still fill out the form. You don’t have to share your contact details. Just tell us your first name, when you called, and what happened on the call).
This is probably the most important note. We really need to see more participation if we want to make a difference and change minds at Coca-Cola. We were asking for hundreds of calls–and so far, based on the number of folks who submitted our form–we have fallen short of our goal. But there’s still time–we have ONE MORE DAY left!
- If you want TaB back, (and we know you do if you’re following along here), you need to take a few moments to make a phone call. It takes less than 2 minutes. Don’t count on someone else doing the work. Each one of us must make an effort. We’ll all be able to share in the success if we can change Coca-Cola’s mind on TaB–but if we don’t work together (this is truly a group effort), we’ll have a hard time making a difference.
We LOVED reading your updates from your phone calls. Here’s a sampling of what a few of you said happened on your calls.
- I spoke with a nice young man, by the name of Sterling, who indicated he would pass my comments along to the quality assurance team. He asked if I would like to submit my name, ZIP Code, email, or any other specific comments or contact information. The call lasted maybe two minutes.
- I spoke to Tiffany and asked that Coke bring back TaB, that I drank TaB for over 50 years and I really miss it. She said she’d pass the comment along.
- Had to wait a very long time to speak to an agent. I think the Coca-Cola Company was not ready for an onslaught of calls!
- I told the young lady after waiting on the line for quite a while that I was literally at the Atlanta airport (waiting on a friend) thinking about how Atlanta as the home of Coca-Cola just might consider bringing back the drink of choice for many TABaholics across the country!
- After telling the young man I sure would like to see the Coke Company bring back TaB – he replied, “Oh yes! You have definitely called the right place. We care about our customers!”
- The operator took my request and was very polite. I suggested that if they didn’t want market it all the time why don’t they sell it via soda stream? Or sell it twice a year so we can stock up?

Let’s make Friday 5/5 (tomorrow) the day that TaB soda becomes the proverbial big topic at the water cooler in the Coca-Cola contact center!

Phone Call Form

Fill out the form so we can track the calls made AND for a chance to win a prize.

Let’s Call Coca-Cola!

As we shared previously, we’re all calling Coca-Cola on 5/4 and 5/5 to request TaB back! If you participate by making call(s) and let us know, you have a chance* of winning the prize below!

*A chance to win an M2 Machines Limited Edition TaB toy truck and car collectible.

When: 5/4/2023 – 5/5/2023 (All Day 9AM ET – 7PM ET)

Where: Wherever. Call 800.GET.COKE Ask for TaB back–ask to file a formal request and/or complaint about it.

Track Your Call/How to Win: We have one prize to give away at this time. If you’d like to be added to the list we will use to randomly select the winner–make your call–and afterward–fill out our form. (Fill out the form once for each call you make). We’ll ask your name and e-mail address, and how your call(s) went. When we select a winner, we’ll share on our Facebook page. NOTE: Even if you aren’t interested in registering for the prize–please still tell us about your call so we can track how many participants we have. You only need to tell us your first name and how the call went.

*Note: We’re looking for calls to occur on these two days from lots of consumers. So only calls made on these days with a form entry will qualify. (Calling other days is also still recommended!)

This promotion runs on the honor system, of course–so make some calls and let us know about them!

If this event proves successful (lots of calls and entries), we’ll look at doing more like it in the future. And if you have a potential TaB-themed prize to offer up as a future giveaway, let us know about it!

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)

Email: https://www.coca-colacompany.com/contact-us/contact-us-form

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.

Findings

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!”

Community Phone Call Event with Giveaway

Hi TaB Drinkers! We’re going to be targeting a full two-day window where we really want to send lots and lots of phone calls to Coca-Cola’s Consumer Hotline (800.GET.COKE)–asking for TaB to come back.

To help encourage phone calls, we’re offering up a chance to win a TaB-themed prize to those who participate. If you make phone call(s) during this event asking for TaB back, and let us know how they went–you’ll have a chance to win*.

You can call multiple times–simply fill out our form once for each call you make to increase your chances of winning the prize! Each phone call that is accompanied by a form entry is a chance to win.

The Prize

A member of the committee purchased and donated the M2 Machines TaB toy collectible pictured below to be used as a prize. These are limited edition toys available in select stores and cities. And while it’s not an actual TaB–it’s still pretty cool.

When: 5/4/2023 – 5/5/2023 (All Day 9AM ET – 7PM ET)

Where: Wherever. Call 800.GET.COKE Ask for TaB back–ask to file a formal request and/or complaint about it.

How to Win: We have one prize to give away at this time. If you’d like to be added to the list we will use to randomly select the winner–make your call–and afterward–fill out our form. We’ll ask your name and e-mail address, and how your call(s) went. We’ll select a winner and share on our Facebook page.

*Note: We’re looking for calls to occur on these two days from lots of consumers. So only calls made on these days with a form entry will qualify. This promotion runs on the honor system, of course–so make some calls and let us know about them!

Also–please don’t feel like you must wait until May to make phone calls. Feel free to call 800.GET.COKE whenever you are able and let them know you want TaB back! This event is intended to be an “extra” day of calling.

And watch for more details from our surveys to come soon.

Bottler Outreach Update/Survey Highlights

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 and a market demand letter (that included stats from the survey we conducted last month…more on that below).

Next, we’re in the process of distributing another letter that shares what we learned about how much TaB drinkers are willing to pay for TaB, as well as the variety of package options they’d be interested in.

While we’re working on all of these letters to Coca-Cola Bottlers, we need all of you to continue contacting Coca-Cola headquarters. If we can convince a bottler to want to make TaB–we still need to convince Coca-Cola headquarters to bring back the retired flavor. Please continue calling and e-mailing Coca-Cola to demonstrate the consumer demand.

Call (800.GET.COKE)

Email: https://www.coca-colacompany.com/contact-us/contact-us-form

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 that first survey. There may be some interesting information from it you want to share in your calls!

We received over 400 responses to the surveys.

Findings

Many households have numerous TaB drinkers
- Most TaB households have 1-2 TaB drinkers (over 75%) within the household
Heavy consumption of TaB is not out of the ordinary—it’s typical
- Of TaB drinking consumers, most would consume 1-5 (12 ounce) servings per day. However, there is a surprisingly large number of TaB drinkers who would drink 6 or more servings per day (more than 1/3 of the population). Some respond claiming, they “only drink TaB.”
  
  There’s a significant amount of pent-up demand for TaB
  - When asked how many 12-pack packages of TaB they’d purchase initially if it comes back—one of the most popular responses was “as many as I can get.”
  - 40% of the population would purchase more than 100 packages, with 37% saying there was no specific number limit—it was based on price and how many they could reasonably store, with comments like:
    - “All that I can find,” “All of it,” “As many as I can get my hands on, I’d clean them out,” “As many as would be allowed!” And so on…
- A very small number (less than 10% of the population) would only purchase 10 or fewer packages.

TaB drinkers don’t just switch to another Coca-Cola Product when they run out of TaB.
- Only 21% of former TaB drinkers continue to drink Coca-Cola products. 79% are no longer purchasing Coca-Cola products.
- Many anecdotally mention they’ll avoid Coca-Cola products until TaB returns.
  
  We believe the information we learned from all of you in this first survey that has been shared with the bottlers should help provide a compelling argument that TaB would generate increased sales if they have the ability to bring it back.
  
  We’ll share additional information from the surveys in the coming weeks.
  
  Don’t forget to call Coke! (800.GET.COKE)

Update on Bottler Outreach

As we previously shared, the SaveTaBSoda Committee in the process of contacting key Coca-Cola bottlers to try to see if we can work with one (or more) of them to convince The Coca-Cola Company to bring back TaB.

Here’s a quick update on what we’ve done so far.

Introductory Letter

We sent an introductory letter along with collateral from the Committee to demonstrate the number of TaB drinkers who are out there–who still want TaB. The introduction to the committee referenced the news stories that have been published in the past two years, the change.org petition, and stories of individual TaB drinkers who are passionate about their favorite soft drink.

Now that we’ve gotten formal introductions out of the way, we’re following up with data that we believe demonstrates there is market demand for TaB.

Market Demand Letter

If you recall, last month, we did a series of very short surveys to collect data from TaB drinkers to share with the bottlers. Thank you everyone who took time to fill them out! We’ve now compiled the data from the first survey (it was about “Household TaB Demand”).

We’ve taken that data and written a letter to the bottlers to share what we have learned. Once the bottlers have had a chance to see the information from the survey in our letter–we will share it with all of you in a future blog post (we want Coca-Cola bottlers to see it before we publish it).

Our next step will be to analyze the data in surveys 2-4. Then we will be writing additional letters where we summarize key findings from those surveys to the bottlers.

We will share additional information about the next round of letters in the coming weeks.

Our Ask of You

As always–THANK YOU for your support. And don’t forget–we need The Coca-Cola Company to continue to hear from all of you, often. Make sure to let them know you want TaB back. Call 800.GET.COKE, or send them an e-mail by using this form: https://www.coca-colacompany.com/contact-us/contact-us-form

Final Survey Questions (for now)!

As we shared previously, the SaveTaBSoda Committee is in the process of contacting the Coca-Cola Bottlers on behalf of all of you.

We want to share just how much love is out there for TaB. Please fill out the surveys we have created to capture just how much the TaB drinking community wants it back!

Our first survey asked you about TaB demand in your household.

Our second survey asked you about price point and packaging.

Our third survey asked you about distribution options.

This week’s survey focuses on “Why TaB matters.”

Fill Out Survey

Don’t Forget–We’ll Contact the Bottlers–You Focus on Corporate (800.GET.COKE).

Thanks for your continued support, and let’s keep working hard to get TaB back!

SaveTaBSoda Committee

Next TaB Survey Questions!

As we shared last week, the SaveTaBSoda Committee is in the process of contacting the Coca-Cola Bottlers on behalf of all of you.

We want to share just how much love is out there for TaB. Please fill out the surveys we have created to capture just how much the TaB drinking community wants it back!

Last week, we posted our first survey which asked you about TaB demand in your household.

This week’s survey focuses on the price point and packaging.

Fill out the survey here:

Fill Out Survey

Don’t Forget–We’ll Contact the Bottlers–You Focus on Corporate (800.GET.COKE).

Thanks for your continued support, and let’s keep working hard to get TaB back!

SaveTaBSoda Committee