Comments: The Coca-Cola Co. Threatens My Raison d'Etre

Hey Ben,

Great reflection on TAB ... very well-written. You should find a mainstream publisher for this! :-)

I appreciate TAB myself, though I don't have your cultish devotion to it. I remember when it was basically the only diet-cola in town. I fondly remember being in college, washing down a slab of glazed doughnuts with a 16-ounce bottle of TAB. Yes, thanks to TAB, I was able to delay the onset of morbid obesity! :-)

It seems to me back in the mid-80s, around the time Diet Coke was introduced, the Coca Cola company began marketing TAB as primarily a beverage for the female gender, which was disheartening. Of course, Diet Coke really was a quantum leap in guilt-free pop technology -- if only because it contained "Coke" in its name.

A few years ago, I spotted (to my amazement) some TAB on display at a local IGA. I bought it as a novelty/nostalgia item, and consumed it with much enjoyment. That being said, I haven't made a point of going back for more!

TAB had a very catchy jingle -- I can still recall it. "TAB - TAB Cola! ..."

Finally, I did notice the TAB Energy Drink in the stores recently, which I found to be somewhat bewildering. But then, I'm not really into the whole energy drink thing anyway -- apart from the gallons of Folger's I mainline daily.

Anyway, thanks for this delightful stroll down memory lane.

Posted by Uncle Dave at March 2, 2006 08:47 AM

Yes, this is an extremely clever bit of writing. Still I came away from reading it and the associated comment with the feeling that a disturbing strain of cola taste preferences is running amock in the Kepple gene pool. Let's be clear; products carrying the original Coca Cola branding (and line extensions) are the only true Kepple family drinks. This was firmly established during the 1950's when the "Sunday Coke" ritual was first instituted in Delmont, Pennsylvania.

Posted by Swammi in Solon at March 4, 2006 09:18 AM

Well, despite my admittedly shocking variance with Tab, rest assured that Diet Coke and its related products remain far and away the drink of choice here in New Hampshire!

Posted by Benjamin Kepple at March 4, 2006 11:49 AM