Tab Clear
Encyclopedia
Tab Clear, a variation of Tab
, was Coca-Cola's contribution to the short-lived "clear cola
" movement during the early 1990s. It was introduced in the United States
on December 14, 1992, in the United Kingdom
a month later, and in Japan
in March 1993 to initially positive results. Tab Clear was, however, discontinued in the United States, United Kingdom, and Japan after only a short time of marketing, in mid-1994. Unlike most other "clear" sodas, Tab Clear contained caffeine
, and according to the company, had the flavor of cola.
on January 18, 1993. The product was made available to the British public from early February that year with a trial price of 23p, 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". This made Coca-Cola the first of the two rival US soft drink global corporations (Coke and Pepsi) to launch a clear cola into Europe
.
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.
, it was reported that Coca Cola expected to have Tab Clear available nationwide by the end of the year.
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 soda's strongest selling points--its clearness."
s, BBC Business News
made a mention of how "colourless versions" of Coke
"have not been hugely successful". Some have even referred to Tab Clear's marketing as a "born to die" campaign.
Tab (soft drink)
Tab, stylized as TaB, is a diet cola soft drink produced by the Coca-Cola Company, first introduced in 1963. The soda was created by Coca Cola after the successful sales and marketing of Diet Rite cola, owned by The Royal Crown Company; previously, Diet Rite had been the only sugarless soda on the...
, was Coca-Cola's contribution to the short-lived "clear cola
Clear cola
A clear cola is a colorless cola. These were manufactured in the early 1990s.* Crystal Pepsi* Tab Clear* 7 Up Ice Cola...
" movement during the early 1990s. It was introduced in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
on December 14, 1992, in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
a month later, and in Japan
Japan
Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...
in March 1993 to initially positive results. Tab Clear was, however, discontinued in the United States, United Kingdom, and Japan after only a short time of marketing, in mid-1994. Unlike most other "clear" sodas, Tab Clear contained caffeine
Caffeine
Caffeine is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug. Caffeine is found in varying quantities in the seeds, leaves, and fruit of some plants, where it acts as a natural pesticide that paralyzes and kills certain insects feeding on the plants...
, and according to the company, had the flavor of cola.
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 LondonLondon
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
on January 18, 1993. The product was made available to the British public from early February that year with a trial price of 23p, 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". This made Coca-Cola the first of the two rival US soft drink global corporations (Coke and Pepsi) to launch a clear cola into Europe
Europe
Europe is, by convention, one of the world's seven continents. Comprising the westernmost peninsula of Eurasia, Europe is generally 'divided' from Asia to its east by the watershed divides of the Ural and Caucasus Mountains, the Ural River, the Caspian and Black Seas, and the waterways connecting...
.
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.
Initial market success
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. In an article from the Los Angeles TimesLos Angeles Times
The Los Angeles Times is a daily newspaper published in Los Angeles, California, since 1881. It was the second-largest metropolitan newspaper in circulation in the United States in 2008 and the fourth most widely distributed newspaper in the country....
, it was reported that Coca Cola expected to have Tab Clear available nationwide by the end of the year.
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 soda's strongest selling points--its clearness."
Post-discontinuation
In July 2004, in an article about bananaBanana
Banana is the common name for herbaceous plants of the genus Musa and for the fruit they produce. Bananas come in a variety of sizes and colors when ripe, including yellow, purple, and red....
s, BBC Business News
BBC News
BBC News is the department of the British Broadcasting Corporation responsible for the gathering and broadcasting of news and current affairs. The department is the world's largest broadcast news organisation and generates about 120 hours of radio and television output each day, as well as online...
made a mention of how "colourless versions" of Coke
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
"have not been hugely successful". Some have even referred to Tab Clear's marketing as a "born to die" campaign.