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,^[1] in the United Kingdom a month later,^[2] and in Japan in March 1993 to initially positive results. When it was first released in the United Kingdom, its trial price was 23p. Despite all this, as the clear cola fad ended sales began to fall and Tab Clear was 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,^[1] and according to the company, had the flavor of cola.^[3]

Competition

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.^[4]

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 "not a new-age beverage".^[5]

"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" -- David Ivester

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, 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".^[6] 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.^[7]

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.^[8]

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.^[9] 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.^[10]

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."^[11]

Post-discontinuation

In July 2004, in an article about bananas, BBC Business News made a mention of how "colourless versions" of Coke "have not been hugely successful".^[12] Some have even referred to Tab Clear's marketing as a "born to die" campaign.^[13]

References

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