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Tab Clear

Tab Clear was a clear, diet cola soft drink announced by The Coca-Cola Company in December 1992 and first released in January 1993 as a variant of its longstanding Tab brand, which had been launched in 1963 as the company's first low-calorie soda.^[1] The beverage was sugar-free, calorie-free, sweetened with aspartame, and contained caffeine, offering a transparent alternative to traditional colas amid the rising popularity of "New Age" drinks.^[1] It was explicitly developed as a competitive response to PepsiCo's Crystal Pepsi, a clear regular cola that had debuted in April 1992 and generated significant media attention.^[2] Coca-Cola tested Tab Clear in ten U.S. markets starting in January 1993, followed by a national rollout in mid-1993 and plans for international expansion.^[2] The product was marketed with the tagline "It's Not What You Think!" to emphasize its surprising clear appearance and full cola flavor.^[1] Importantly, Coca-Cola chose to brand it under Tab—holding less than 1% market share at the time—rather than the flagship Coke name, viewing a clear Coke as conceptually contradictory.^[1] Behind the launch was a deliberate "kamikaze" strategy to sabotage the clear cola category by linking it to diet beverages, thereby confusing consumers who associated clear liquids with health-focused, low-calorie options and eroding Crystal Pepsi's premium, full-sugar positioning.^[3] Developed in just two months compared to Pepsi's 18-month effort for Crystal Pepsi, Tab Clear received limited advertising support and was rolled out with minimal fanfare.^[3] Tab Clear garnered some initial interest but ultimately underperformed, securing only a minimal share of the cola market.^[3] Both products were discontinued by early 1994, effectively ending the brief clear cola trend that had captivated the beverage industry in the early 1990s.^[3]

Background

Origins of Tab

Tab was introduced by The Coca-Cola Company in 1963 as its first diet cola beverage, entering the market amid a growing post-World War II emphasis on weight management and health-conscious consumption. Developed under the codename "Project Alpha," the product was designed to capitalize on the emerging demand for low-calorie soft drinks, following the earlier success of Royal Crown's Diet Rite in 1958.^[4] Marketed with the tagline encouraging consumers to "keep tabs" on their weight, Tab positioned itself as an accessible alternative for those seeking to reduce calorie intake without sacrificing the refreshment of cola.^[5] The original formulation of Tab relied on a saccharin-based sweetener, initially combined with cyclamate until the latter's ban in 1969 due to health concerns, after which saccharin became the sole artificial sweetener.^[6] This created a distinctive flavor profile characterized by a crisp cola taste with subtle citrus notes, distinguishing it from the sweeter, more caramel-forward regular Coca-Cola.^[7] The drink's low-calorie content—approximately 1 calorie per serving—allowed it to appeal directly to dieters, and its packaging in a signature pink can further reinforced its identity as a weight-loss aid.^[8] Positioned as a direct low-calorie counterpart to regular Coca-Cola, Tab achieved rapid popularity in the 1960s and 1970s, becoming the leading diet soft drink in the U.S. by the early 1980s with strong sales growth driven by television advertising that highlighted both its taste and slimming benefits.^[9] During this period, it captured a significant share of the expanding diet soda market, which saw overall category sales rise amid broader cultural shifts toward fitness and nutrition.^[8] However, the 1982 launch of Diet Coke, sweetened with the newer aspartame and marketed more aggressively, quickly overshadowed Tab, causing its sales to decline sharply as consumer preference shifted to the fresher-tasting newcomer.^[10] Despite this, Tab retained a loyal niche following, continuing as a cult favorite for those who preferred its unique saccharin profile.^[11]

Development and Formulation

In late 1992, Coca-Cola executives, under the leadership of Chief Marketing Officer Sergio Zyman, decided to develop a clear diet cola as a direct response to PepsiCo's impending launch of Crystal Pepsi, aiming to disrupt the emerging clear cola trend.^[1]^[12] Zyman, drawing from prior experience with Diet Coke, analyzed market research indicating that consumers often associated clear beverages with diet options, despite Crystal Pepsi's sugared formulation.^[3] This decision was informed by internal studies led by researcher Jerry Payne, which highlighted perceptual links between clarity and low-calorie products, providing the strategic rationale for positioning a clear variant in the diet category.^[12] The formulation of Tab Clear began with the established recipe of the original Tab diet cola, introduced in 1963, which served as the base to minimize development costs and time.^[13] To achieve clarity, Coca-Cola removed the caramel coloring while preserving core components such as aspartame and saccharin as sweeteners, caffeine for stimulation, and phosphoric acid to maintain the characteristic fizz and tangy cola taste.^[3] This straightforward modification ensured the product retained the familiar diet cola profile of Tab but aligned visually with the clear trend, without altering nutritional or flavor fundamentals.^[14] Internally, the strategy for Tab Clear was conceived as a "kamikaze" effort to sabotage the entire clear cola category, with Zyman intentionally designing it as an unappealing product that would confuse consumers and tarnish competitors like Crystal Pepsi by associating clear colas with inferior diet options.^[12] The plan emphasized limited promotion to underscore its deliberate lack of appeal, flooding shelves to dilute the novelty of rivals without committing significant resources to a long-term line.^[15] Coca-Cola opted to retain the Tab branding for this extension to capitalize on the existing loyalty among Tab's core diet soda consumers, particularly women who valued its longstanding reputation, while avoiding the expense and risk of building a entirely new brand identity.^[3] By leveraging Tab's established but declining market presence, the company could execute the disruptive strategy efficiently, using preliminary taste tests to confirm the formula's alignment with diet expectations without broader consumer validation for mass appeal.^[12]

Launch and Marketing

U.S. Introduction

Tab Clear was introduced by The Coca-Cola Company in the United States as a response to the emerging trend of clear beverages, marking the company's entry into the short-lived clear cola category. The product launched in 10 U.S. test markets in mid-January 1993. This initial rollout allowed Coca-Cola to gauge consumer interest before broader distribution, with nationwide availability expanding by mid-1993, during the summer months.^[16] The packaging for Tab Clear emphasized its transparent, colorless appearance to align with the "pure" image of clear sodas, featuring 12-ounce clear plastic bottles and aluminum cans that showcased the liquid inside. The design retained the familiar Tab branding with the addition of a prominent "Clear" descriptor, distinguishing it from the standard opaque Tab packaging while maintaining visual consistency with the diet cola line. This approach highlighted the product's novelty without altering the core Tab identity.^[1] Distribution of Tab Clear followed standard Coca-Cola channels, making it available through major retailers such as supermarkets and convenience stores, as well as vending machines across the test and expanded markets. Priced comparably to other diet colas at the time, it was positioned for broad accessibility to everyday consumers seeking a low-calorie alternative. Production occurred in existing Coca-Cola bottling facilities, which were adapted to handle the clear variant by simply omitting the caramel coloring from the Tab formula, ensuring efficient integration into the company's manufacturing processes.^[13]

Advertising Campaigns

The advertising campaigns for Tab Clear were intentionally subdued, reflecting Coca-Cola's strategic aim to disrupt the clear cola category without elevating its overall appeal. Under the direction of chief marketing officer Sergio Zyman, the promotion emphasized the product's status as a zero-calorie diet beverage, positioning it as a "pure" and unpretentious option rather than a glamorous novelty. This low-key approach involved limited television spots and print advertisements that highlighted its clarity as a symbol of simplicity and health benefits, deliberately avoiding high-energy visuals or celebrity endorsements that could have drawn widespread attention to the emerging trend.^[3]^[17] A key element of the messaging was the slogan "More than just a clear cola," featured in commercials that described Tab Clear as having a "totally mysterious flavor," underscoring its diet attributes without focusing on the visual novelty of its transparency. These ads aired sparingly in the test markets starting in early 1993, coinciding with the U.S. introduction, and continued with the national rollout in mid-1993. To further minimize hype, Coca-Cola allocated a modest marketing budget—significantly less than Pepsi's $40 million spend on Crystal Pepsi—prioritizing targeted distribution of free samples in high-traffic areas over broad media saturation. This restrained tactic was designed to sow confusion among consumers, leading them to associate clear colas with diet formulas and thereby eroding the perceived innovation of competitors.^[3]^[18] Zyman's oversight ensured the campaigns functioned as a "kamikaze" effort, intentionally sacrificing Tab Clear's potential success to dilute Crystal Pepsi's momentum by blurring category lines and fostering skepticism about clear sodas' value. In his own words, the product was "a suicidal mission from day one," crafted to ambush Pepsi's launch and achieve mutual market damage within months. This unorthodox promotion succeeded in its disruptive goal, as both clear colas faded rapidly without sustaining consumer interest or boosting the segment's popularity.^[3]^[17]^[19]

Market Performance

Initial Reception

Upon its debut in January 1993 across 10 U.S. markets, Tab Clear generated positive initial buzz due to its novel transparent appearance and positioning within the emerging "New Age" beverage trend, unveiled dramatically at New York City's Hayden Planetarium the previous month.^[1] Coca-Cola marketed it as the "ultimate diet soft drink," capitalizing on the curiosity surrounding clear colas.^[3] Media coverage amplified this hype by framing Tab Clear as a direct challenger to PepsiCo's Crystal Pepsi, which had launched nationally amid substantial promotional fanfare, thereby fueling short-term excitement in the cola category.^[1] The product's early sales reflected this novelty-driven interest, achieving approximately 0.5% of the cola market share before tapering.^[3] Consumer feedback highlighted the drink's taste as closely resembling the original Tab's familiar diet cola profile, with its clear formulation using the same ingredients minus caramel coloring.^[3] However, reactions to the appearance were mixed, with some describing the transparency as "weird" or unappealing, evoking perceptions of a medicinal or unnatural product rather than a refreshing soda; in a May 1993 taste test, participants noted it as overly sweet, excessively carbonated, or chemically flavored, though one preferred its clearer hue over competitors.^[20] The beverage primarily appealed to existing Tab loyalists, a demographic historically centered on women seeking low-calorie options, rather than attracting a broad new audience, partly due to minimal advertising efforts compared to rivals' multimillion-dollar campaigns.^[3]

Competitive Dynamics

Tab Clear was strategically launched by Coca-Cola in December 1992, just ahead of Crystal Pepsi's national rollout in early 1993, as a deliberate countermeasure to PepsiCo's innovative clear cola entry.^[3] This timing allowed Coca-Cola to saturate the emerging clear cola segment and dilute Crystal Pepsi's branding by associating the novelty with an unappealing diet variant, a tactic described by Coca-Cola's then-chief marketing officer Sergio Zyman as a "kamikaze" effort intended to undermine the entire category.^[21] The strategy exploited consumer perceptions of Tab as a dated, less desirable diet soda, positioning it to confuse shoppers seeking a premium, clear alternative and thereby erode Crystal Pepsi's momentum.^[13] The introduction of Tab Clear had a pronounced negative impact on Crystal Pepsi's performance, contributing to a sharp decline in its sales and market penetration. While Crystal Pepsi initially generated $474 million in sales by March 1993, capturing about 1% of the U.S. soft drink market, its share dwindled to just 0.5% by the end of the year—only a quarter of PepsiCo's projected 2% target.^[22]^[3] This fulfilled Coca-Cola's objective of sabotaging the rival product, as Pepsi estimated total 1993 sales for Crystal Pepsi at $335 million amid growing consumer disillusionment with the clear cola concept.^[23] In comparative terms, Tab Clear's emphasis on a zero-calorie, aspartame-sweetened diet formula contrasted sharply with Crystal Pepsi's full-sugar, caffeine-free regular cola profile, allowing Coca-Cola to target health-conscious consumers differently within the same visual trend.^[1] Crystal Pepsi positioned itself as a "pure" extension of the flagship brand, appealing to those desiring a less artificial regular soda, whereas Tab Clear reinforced diet soda stereotypes, further muddling market expectations for clarity as a marker of wholesomeness.^[21] This divergence highlighted divergent approaches to health trends: Crystal Pepsi leaned into perceived naturalness without sacrificing indulgence, while Tab Clear capitalized on low-calorie appeal but alienated those seeking a novel full-flavor experience.^[3] Collectively, the simultaneous pushes of Tab Clear and Crystal Pepsi hastened the clear cola's demise as a viable category, with interest waning rapidly by mid-1993 as novelty faded and consumers reverted to traditional colored colas.^[19] Both products saw sustained sales erosion, leading to their withdrawal within a year and underscoring how aggressive competitive tactics can collapse an entire product fad.^[21]

International Expansion

Key International Launches

Following the initial launch of Tab Clear in the United States, where it was released in select markets in late 1992, the Coca-Cola Company expanded the product internationally in 1993.^[1] The debut in Europe occurred in the United Kingdom, marking the first overseas rollout; the drink was introduced in London on January 18, 1993, with nationwide availability beginning the following month.^[24] This launch was supported by extensive sampling and advertising campaigns to capitalize on the emerging "clear cola" trend.^[24] In the Asia-Pacific region, Tab Clear saw introductions in Japan in March 1993 and Australia in 1993.^[25] These expansions followed a similar strategy to the U.S. model, positioning the colorless diet cola as a novelty amid growing interest in transparent beverages.^[25] The international phase was brief, with most markets discontinuing Tab Clear by mid-1994 due to underwhelming sustained demand and limited market penetration similar to the U.S. experience.^[3]

Regional Adaptations

Tab Clear's international rollout retained the core U.S. formulation of a clear, aspartame- and saccharin-sweetened diet cola, with no significant modifications to the recipe for local tastes or regulatory compliance in the limited markets where it was introduced. In the United Kingdom, the product launched in January 1993 without adjustments to sweetness levels, as the existing artificial sweeteners were already approved under local food standards, allowing for a straightforward market entry in standard 330 ml cans priced at 23 pence (trial price).^[24]^[26] In Japan, the March 1993 launch capitalized on the product's transparent appearance to appeal to consumers in a vending machine-dominated culture, where visual clarity could stand out in displays, though packaging remained in conventional sizes without reported customizations. The formula stayed unchanged, aligning with Japan's prior approval of aspartame for beverages since the 1980s, avoiding any regulatory delays. Australia followed with a 1993 introduction, mirroring the U.S. and other markets by offering the unmodified clear diet cola, which faced no notable hurdles related to sweeteners or additives. Overall, these adaptations were minimal, focusing primarily on localized marketing rather than product reformulation, contributing to the beverage's brief global presence before discontinuation in mid-1994.

Discontinuation and Aftermath

Factors Leading to End

By early 1994, sales of Tab Clear had sharply declined, with its market share in the cola category peaking at 1% in June 1993 before plummeting to 0.1% by October of that year, reflecting the rapid exhaustion of consumer interest in the clear cola fad.^[25] This drop reflected the initial novelty wearing off and consumers returning to traditional colored sodas.^[27] While Tab Clear achieved its strategic objective of undermining PepsiCo's Crystal Pepsi by confusing consumers and associating clear colas with inferior diet options, the broader clear cola trend failed to generate sustained demand beyond the initial hype.^[3] Coca-Cola's chief marketing officer, Sergio Zyman, later described the product as an intentional "kamikaze" tactic—a short-term defensive maneuver with no long-term viability—allowing the company to refocus resources on core brands such as Diet Coke.^[28] In response, Coca-Cola initiated a phased withdrawal of Tab Clear, with discontinuation completed in 1994 as sales proved unsustainable.^[29] Limited international sales, primarily in select markets like the United Kingdom and Japan, offered negligible support and mirrored the domestic failure.^[3]

Legacy and Cultural References

Tab Clear is frequently cited in marketing literature as a prime example of a "Trojan horse" or "kamikaze" strategy, where Coca-Cola intentionally launched a product designed to fail in order to undermine a competitor's initiative. Chief marketing officer Sergio Zyman orchestrated the 1992 release of Tab Clear specifically to confuse consumers about the clear cola category, positioning it as an unappealing diet beverage alongside Pepsi's Crystal Pepsi, which blurred distinctions and eroded market interest in transparent colas overall. Zyman later described the effort as "a suicidal mission from day one," aimed at toppling the Goliath-like threat from Pepsi without building long-term value for Coca-Cola.^[17]^[3] Despite its short lifespan, Tab Clear has garnered occasional nostalgia among fans of 1990s beverages, though revivals have been limited compared to its rival. While no major petitions specifically targeted Tab Clear, the broader clear cola trend it helped define inspired sporadic re-releases of similar products, such as Crystal Pepsi's limited runs in 2015 and 2016, driven by online fan campaigns evoking 90s-era fad memories.^[30] Coca-Cola's own clear variants, like the 2018 Japan-exclusive Coca-Cola Clear, echoed the transparent aesthetic but did not revive Tab Clear itself.^[31] In popular culture, Tab Clear appears in discussions of 1990s marketing fads and corporate missteps, often highlighted in books on business strategy and Coca-Cola history. Stephen Denny's 2011 book Killing Giants: 10 Strategies to Topple the Goliath in Your Industry details Zyman's interview, framing Tab Clear as a deliberate sabotage tactic that exemplifies aggressive competitive disruption. It is also referenced in analyses of Coca-Cola's product failures, such as in The Guardian's 2016 overview of the company's flops, where it symbolizes the fleeting "clear craze" alongside New Coke. Though not a central subject in major documentaries, Tab Clear features in media retrospectives on 1990s consumer trends, underscoring its role in the era's obsession with purity and innovation in packaging.^[17]^[32]^[27] The product's brief existence contributed to the enduring appeal of transparent beverages, influencing later iterations in the 2010s, including clear energy drinks that capitalized on the "pure" imagery pioneered by the early 1990s clear cola movement.^[3] The Tab brand itself was discontinued by Coca-Cola in December 2020, prompting fan campaigns to revive it as of 2023, though Tab Clear has not been part of these efforts.^[33]

References

[1]
COMPANY NEWS; Coke Adds a Clear Cola To Its 'New Age' Stable (Published 1992)
### Key Facts About Tab Clear Launch, Features, and Strategy
[2]
https://www.deseret.com/1992/12/15/19021476/coke-introduces-tab-clear-to-counter-crystal-pepsi
[3]
Fizzled Out: Why Coca-Cola Purposely Designed a Soft Drink to Fail
Jun 14, 2018 · The product was Tab Clear, a new version of the sugar- and calorie-free diet drink first introduced in 1963. While it retained its bubbles, the ...
[4]
The Extraordinary Story of How Diet Coke Came to Be
Despite concern that Diet Coke would cannibalize TaB – which was the No. 1 diet soft drink brand in the U.S. at the time – and erode the long-term health of ...
[5]
As Coke finally kills Tab, a look back at the diet soda's legacy ...
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[6]
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[7]
History of Diet Soda Drinks and Tab
The first success with any kind of diet soda drink happened in 1963 by Coca-Cola Company. Their first diet product was marketed as Tab.
[8]
History of TaB and Discontinuation - Save TaB Soda
TaB Soda was created in 1963 by the Coca-Cola Company as its very first low-calorie cola beverage. Its crisp citrus taste has attracted generations of ...
[9]
Sweet Nothing: The Triumph Of Diet Soda - AMERICAN HERITAGE
Tab appears to have been the first diet cola to advertise on television, and following Royal Crown's lead, its ads emphasized taste as much as they did weight.
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Coca-Cola to end production of Tab soda | Food Dive
Oct 16, 2020 · After becoming popular in the 1970s and early 1980s, it faded after the launch of Diet Coke in 1982. The Wall Street Journal noted that even ...
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Dec 15, 1992 · Coca-Cola splashed back at Crystal Pepsi this week with a clear, sugar-free and calorie-free version of its 29-year-old diet cola Tab.Missing: history facts
[14]
The Cola Wars - Neworld
May 30, 2018 · According to Coca-Cola's Chief Marketing Officer Sergio Zyman: Tab Clear was an intentionally suicidal kamikaze effort to create an unpopular ...
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Jan 26, 2023 · Sergio Zyman, the company's chief marketing officer, was confident about introducing Tab Clear and wasn't stressed about it not being a massive ...
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COKE, FOLLOWING PEPSI'S LEAD, OFFERS A CLEAR, DIET SOFT ...
Dec 15, 1992 · Coca-Cola said it would introduce Tab Clear in 10 U.S. markets in January 1993. They are Atlanta, Boston, Houston, Kansas City, Memphis ...<|control11|><|separator|>
[17]
[PDF] Sergio Zyman | Stephen Denny
If you're not familiar, Sergio was Coca Cola's first Chief Marketing Officer, has done extended stints at ... launch a campaign that is called "Tab Clear ...
[18]
Pepsi's Future Becomes Clearer - Bloomberg.com
Jan 31, 1993 · A Coca-Cola spokesman says Tab Clear, positioned as a mainstream caffeinated soda, not as a New Age drink, is testing well. Weatherup is hedging ...
[19]
How Kamikaze Marketing Killed Crystal Pepsi. Tab Clear, Anyone?
Oct 13, 2016 · Zyman was insistent that Coca-Cola needed a bold move to reverse a slow 20-year decline in market-share against Pepsi. His insight had been ...
[20]
LET'S DO LAUNCH: THE BEST AND WORST NEW PRODUCTS OF ...
Dec 17, 1993 · Tab Clear bombed. Its share of cola sales peaked at 1% in June and crashed to 0.1% by October. Coke had hailed it as the most innovative new ...
[21]
NO REAL WINNER IN CLEAR-COLA TASTE TEST - Orlando Sentinel
May 6, 1993 · Preferred soft drink: Coca Cola. Comments: Julie hates the taste of diet soft drinks. She thought Tab Clear was too sweet and too carbonated.Missing: appearance | Show results with:appearance
[22]
What is Crystal Pepsi? The Story Behind the Soft-Drink's Rise & Fall
Jan 22, 2020 · The company launched Tab Clear ... “If we had gotten the flavor notes to taste more like [original] Pepsi Cola, it could have been more than just ...
[23]
Newsletter Says Coca-Cola Widened Lead over Pepsi in Soda ...
Feb 1, 1994 · the market last year. Pepsi estimated Crystal Pepsi sales at $335 million in 1993, and said that. represented incremental sales that the ...
[24]
COMPANY NEWS; TAB CLEAR IS INTRODUCED IN BRITAIN
Jan 19, 1993 · The Coca-Cola Company introduced Tab Clear yesterday in London, marking the first overseas rollout of the new diet drink.Missing: launched | Show results with:launched
[25]
London Gets a Taste of New Diet Drink - Los Angeles Times
Jan 19, 1993 · Coca-Cola Co. introduced Tab Clear in London, marking the first overseas rollout of the new diet cola.
[26]
Fizzled out: a history of Coca-Cola flops - The Guardian
Jan 17, 2016 · Not many people are still fond of Tab Clear, however, a sort of postmodern diet cola, launched in 1992 in response to Crystal Pepsi, during a ...
[27]
[PDF] A Too Aggressive Competitive Marketing Strategy?
Tab was Coca-Cola's first diet cola drink, around 20 years before Diet Coke was introduced. To combat Crystal Pepsi, a product line extension of Tab Clear was ...
[28]
How Coke Killed Crystal Pepsi - Portable Press
Sep 27, 2016 · It didn't sell well at all, but then, as 1993 wore on, Crystal Pepsi's sales precipitously dropped off, too. By early 1994, sales of Crystal ...<|control11|><|separator|>
[29]
The '90s Time Machine: 42 Moments That Defined a Decade in Food
Dec 19, 2022 · ... Coca-Cola both launched clear caramel-coloring-less versions of their popular softdrinks and dubbed them Crystal Pepsi and Tab Clear, ...
[30]
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