Tab Clear
From Wikipedia, the free encyclopedia
| Type | Diet clear cola |
|---|---|
| Manufacturer | The Coca-Cola Company |
| Origin | United States |
| Introduced | 1992 |
| Discontinued | 1994 |
| Related products | Crystal Pepsi, Tab, Coca-Cola Clear, White Coke, Zevia |
Tab Clear was a variation of the Tab soft drink. It is Coca-Cola's contribution to the short-lived "clear cola" movement during the early 1990s. Unusually, it was created to confuse consumers into thinking the new rival Crystal Pepsi was a diet cola in order to limit its appeal, resulting in the deliberate demise of both products.
Tab Clear was introduced in the United States on December 14, 1992 to initially positive results,[1] and was also marketed in Britain a month later,[2] in Japan in March 1993 and in Australia in April 1993.[3] Tab Clear was, however, discontinued after only a short time of marketing in 1994.[citation needed] Unlike most other "clear" soft drinks, Tab Clear contained caffeine[1] and, according to the company, had the flavor of cola.[4][5]
After PepsiCo's introduction of Crystal Pepsi in mid-1992, Coca-Cola decided to follow suit with its own clear cola, Tab Clear, at the end of the year.[6]
In late December 1992, Coca-Cola Co. president Doug Ivester told a gathering of New York reporters that Tab Clear was being positioned as part of the "mainstream of diet soft drinks" and was "not a new-age beverage".[7] He declared:
Consumers want an alternative new soft drink with a lot of flavor. A new-age label would doom it. It would be aiming too low to go up against Crystal Pepsi and Clearly Canadian.
Production and marketing
After positive consumer response in its initial 10 markets, it was announced on February 17, 1993, that Tab Clear would be introduced into an additional 20 American markets the coming March, increasing the drink's availability to 35 percent of the American population.[8] In an article from the Los Angeles Times, it was reported that Coca-Cola expected to have Tab Clear available nationwide by the end of the year.[9] Despite the positive results, an article published in March that year reported "one oddity about the new Tab Clear: it is only sold in cans. You would think that would eliminate one of the pop's strongest selling points--its clearness."[10]
International introductions
Tab Clear went international only two weeks after its introduction in the United States. The clear cola with "a mouthful of flavor" was introduced at a news conference in London on January 18, 1993. The product was made available to the British public from early February that year with a trial price of 23 pence, initially in 330 ml cans and later in 1.5 and 2 litre plastic bottles. The drink was referred to as "a completely new idea in soft drinks and is unlike any other product available".[11] This made Coca-Cola the first of the two rival US soft drink global brands (Coke and Pepsi) to launch a clear cola in Europe.[12]
In early February that year, The Coca-Cola Company announced plans to introduce Tab Clear into Japan, scheduling a public introduction for mid-March. Japan became the third country to be introduced to Tab Clear.[13] On the 1st of April, The Coca-Cola Company launched Tab Clear in Australia as well.[3] In Australia, the product was a major failure. Despite a large marketing effort from the Australian arm of the company, Tab Clear sales peaked at only 1% in the month of June and declined to just 0.1% by October, by which time it was decided to discontinue the drink.[14]
Ad campaigns
In both the US and in Britain, Coca-Cola launched a heavy ad campaign for TaB clear with Chain of Mystery[15] and Sinister Connections,[16] linking TaB Clear with unintentionally being the cause of various historical events with the slogan "Suddenly everything is clear". Several radio ads were created as well, such as an ad about TaB Clear being an "eternal paradox"[17] and an ad where "Drink TaB Clear" is discovered when a song is played backwards. In Australia, TV commercials were fronted by the popular personality Bert Newton.[18] A very different ad campaign was created in Japan with ads mostly unrelated to each other and either featuring or voiced over by a Japanese spokesman.
TaB Clear commercials were played often, sometimes twice within a short break, proof of Coca-Cola's attempt to generate quick attention for the soft drink.[citation needed]
