What’s Behind News Lite

Brand Noise reports that Coca-Cola will introduce Tab Energy this year. Comparable to Red Bull, Tab Energy will be available in 10.5 ounce slim cans patterned in fuchsia gingham. Tab was Coca-Cola Company’s first sugar-free drink, introduced in 1963, and is still available in limited quantities.
The new soft drink will not use Saccharin like original Tab. Instead it will contain Sucralose.
In an odd twist, The New Yorker, also deemed this latest brand extension worthy of coverage. Ben McGrath in “The Talk of the Town” segment points out that Tab is popular with media elites, despite it’s limited distribution.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.