An Open Letter to The Coca-Cola Company

Bring Back TaB – the Icon That Never Fades

Dear Coca-Cola,

For decades, TaB was more than just a soda. It was a movement—an unapologetically bold, passionately adored, culturally iconic product that rewrote the rules of soft drinks. It wasn’t just a diet cola; it was the first and only true defiant alternative that thrived outside the mainstream.

When Coca-Cola discontinued TaB in 2020, it was not due to lack of demand, but rather a broader strategic shift. Amid the challenges of COVID-19 and global supply chain disruptions, Coca-Cola streamlined its portfolio to focus on the highest-performing brands. This decision made sense at the time, as companies across industries prioritized efficiency and operational resilience.

When TaB went away, something unusual happened: nothing replaced it. Fan demand never went away, alternatives never appeared, and calls for the soda to return continued.

TaB’s brand equity was always stronger than it appeared on paper. It held a fiercely loyal consumer base, many of whom sought it out despite limited availability. No other brand has captured TaB’s core, devoted following, its one-of-a-kind taste, or its place in the cultural consciousness.

Now, with supply chains stabilized and consumer behavior shifting towards legacy brand revivals, the moment for TaB’s return is bigger than nostalgia—it’s smart business.

Why TaB, and Why Now?

The world has shifted. Consumers today seek authentic, legacy brands with an edge—products that carry an identity.

Other brands have recognized this shift:

• Ford revived the Bronco, and it sold out for two years.
• Atari brought back the 2600 gaming console and then built an entire ecosystem of related products.
• Taco Bell’s Mexican Pizza returned by demand—and instantly sold out.
• McDonald’s perfected the limited-time return model with McRib—fueling demand, increasing sales, and reinforcing brand loyalty. TaB is uniquely positioned for a similar approach, offering Coca-Cola the chance to reintroduce an iconic favorite without disrupting its core diet cola lineup.

The moment is now. Consumers are waiting. The demand is real.

Coca-Cola has an opportunity to bring back an icon and lead the way in premium niche beverage revivals. TaB absolutely belongs in this lineup of iconic resurgences. Its return will be legendary.

A Market-Ready Icon

Bringing back TaB isn’t a gamble—it’s a low-risk, high-reward move with an established fanbase and gives potential new fans a chance to taste the iconic soda that they’ve seen in high profile advertisements and through product placement in television and movies.

A Taste Unlike Any Other

TaB has a unique, authentic, real cola taste. Its unmistakable and unreplicated flavor makes it a standout choice for those who enjoy a distinctive diet soda. It was never Diet Coke, and it wasn’t trying to be. Coca-Cola made a strategic decision to keep TaB’s formula unchanged, allowing Diet Coke to lead the mainstream diet soda category. TaB remained a niche favorite among its narrow, loyal, and high consumption base.

A Cultural Powerhouse

From Back to the Future to Stranger Things, TaB remains a pop culture touchstone. It wasn’t an extra on set—it was a main character. Its distinctive magenta can, and bold branding made it an immediate visual cue; instantly recognizable in films, television, and advertising.

TaB was also a fixture in real life—a staple in offices, break rooms, and the hands of trailblazers in entertainment, fashion, and business. It was more than just a beverage; it was a symbol of individuality and forward-thinking attitudes.

E-Commerce Ready & A Premium Play

Before its discontinuation, TaB was a top-selling soda brand on Amazon—ranking #8 overall, the only Coca-Cola product in the top 10. Today, premium and niche beverages thrive in direct-to-consumer models, making TaB a natural fit for omni-channel distribution with a focus online in those markets where Bottlers might not be ready. These products are also a perfect fit for direct-to-consumer subscription models.

Consumers have proven they’re willing to pay, even at premium prices for beloved brands. TaB already had a history of selling at a higher price point, and its niche remains untapped.

Minimal Risk, Maximum Impact

Coca-Cola already owns the formula and branding. Strategic releases (via Amazon and select retail partners) offer low-cost, high-visibility returns.

An Organic Marketing Campaign-Already in Motion

Unlike new product launches that require heavy ad spend, TaB’s existing fanbase is doing the work. Thousands of advocates, petitions, billboards, and media attention have kept the conversation alive as part of the current Coke advertising. Coca-Cola’s recent campaign, which included a cameo TaB appearance in a pre-Super Bowl ad, rekindled demand from hundreds of thousands of potential consumers.

TaB and the Power of Brand Legacy

TaB’s revival isn’t just about a product; it’s about what it represents. Unlike many brands that fade quietly, TaB’s disappearance kindled a passion, an outcry–proving its irreplaceable status. Coca-Cola has an opportunity to do something rare: bring back an icon with built-in loyalty, proven demand, and zero direct competition. This isn’t just about reviving a soda; it’s about restoring a movement.

The Future of TaB: A Revival That Works

Picture it: limited distribution of TaB drops that turn fast, a premium pricing model that rewards with strong margins, strategic retail partnerships driving in-store interaction and purchase, and an Amazon best-seller status proving direct-to-consumer viability.

Our Request:

It’s time for TaB to make its return—not as a nostalgic afterthought, but as a bold, niche, iconic brand reclaiming its place in culture. The question isn’t whether TaB can succeed. The question is: Coca-Cola, will you seize the moment?

Sincerely,
SaveTaBSoda Committee

TaB Fans–This Next Part is For You!

Now that we’ve made a compelling case for a TaB comeback to the Coca-Cola Company, we need your support!

What You Can Do Right Now:

• Sign the Petition. Every name added strengthens our case.
• Share Your Story. Post on social media, tag Coca-Cola, and show them the faces behind the movement. Use the Hashtag #BringBackTaB. Amplify our collective voice and make it impossible to ignore.
• Reach Out. Call, write, email, and message your local Coca-Cola Bottler directly—let them hear us loud and clear.

The power to revive TaB doesn’t just rest with Coca-Cola. It rests with us. The more noise we make, the closer we get to bringing back the drink that was never meant to disappear.

TaB is more than a drink—it is an identity. It was never just another cola; it was a statement. 

This is our moment. The question is not whether TaB can succeed—it is whether the Coca-Cola Company, the Bottlers and Customers will recognize the power of its most loyal fans and take the bold step to bring it back.

TaB fans, this is our time to shine!  It is time for “My TaB.”