Coca-Cola Company: Beautiful Drink For Beautiful People campaign (1977)

Sally A. Myers

Tab cola was once more prominent on American store shelves than it is today. Those who came of age in the 1960s through the early 1980s remember this drink as one of the first diet colas on the market.

Coca-Cola Company: Beautiful Drink For Beautiful People campaign

Sally A. Myers

Overview

Tab cola was once more prominent on American store shelves than it is today. Those who came of age in the 1960s through the early 1980s remember this drink as one of the first diet colas on the market. Tab survived the scare over cyclamate sweeteners and some serious competition with Diet-Rite cola and Diet Pepsi. The "Tab—the Beautiful Drink for Beautiful People" advertising campaign succeeded in pushing Tab to the top of its market category. By targeting Tab primarily to the young adult, middle-class, mostly female, market,...

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