Save TaB Soda

💗 A Summer Update for TaB Fans — And a New Moment of Possibility

TaB fans, we’ve been busy.

Over the past few months, our little pink‑powered community has taken some big steps forward — steps that show Coca‑Cola, bottlers, and decision‑makers that TaB drinkers are still here, still organized, and still ready to support the brand when (hopefully) it returns.

And with leadership changes happening at Coca‑Cola, this is one of the most important moments we’ve had in years.

Let’s catch you up — and invite you in.

🥤 Our Latest Push: Letters, Binders, and Bottlers

This spring and summer, we mailed out a new round of TaB packets — including our signature pink binders — to Coca‑Cola executives and regional bottlers across the country. Inside each binder were:

A letter explaining the reasons a TaB comeback makes sense
9,000 signatures from real fans–YOU!

Here’s a fun little promo video we did that explains a bit more about these binders!

We’ve also reached out to bottlers directly, sharing how many fans would gladly pre‑order, subscribe, or even set up recurring billing if TaB were to return. We ve sent out SO MANY LETTERS. There are a lot of bottlers around the U.S. Have you ever tried talking to your local bottler??

🥤 A New CEO… and Now Another Leadership Change

As many of you know, Coca‑Cola welcomed a new CEO earlier this year. We encouraged fans to write letters introducing themselves, sharing their TaB stories, and explaining why this brand still matters.

And we heard him speak about TaB in the annual shareholder meeting. He didn’t say yes….but he also didn’t say no! Here’s the audio clip

Now, recently, we’ve learned that Jennifer Mann (President of Coca-Cola North America) is stepping down, and a new leader will be stepping into her role.

That means another fresh set of eyes. Another chance to make a first impression. Another opportunity to show that TaB fans are organized, positive, and ready.

We’ll share more as soon as the replacement is officially announced — but in the meantime, we’d love to hear your ideas. How should we introduce TaB fans to the incoming leader? What message should we send? What would you want them to know?

Send us your thoughts. We read every message.

Send us your thoughts.

🥤 Want to Help? Here’s How.

If you haven’t written to the new CEO yet, this is a great time. A short, friendly note about what TaB meant to you — and how many cases you’d buy if it came back — goes a long way.

The Coca-Cola Company
Attn: Mr. Henrique Braun
1 Coca-Cola Plaza NW
Atlanta, GA 30313

And if you have ideas for our next outreach wave, we’d love to hear them. TaB fans have always been creative, passionate, and persistent. That’s our strength.

💗 The Pink Pioneer Lives On

We’ll keep doing our part. We’ll keep sending letters. We’ll keep reaching out to bottlers. And we’ll keep showing Coca‑Cola that TaB fans are still here — still loyal, still organized, and still ready.

If you’re with us, stay tuned. This summer feels like a moment of possibility. Onward. #SaveTaBSoda

Join the TaB Tattoo Movement: Share Your Story

Some fans show their love for TaB by stocking up. Some show it by saving every can they’ve ever opened. And then… there are the fans who take things a little further.

We’ve been hearing whispers — stories of people who’ve made TaB part of their identity in the most permanent way possible. Let’s just say: ink is involved.

So here’s what we’re thinking. If you’re one of the bold few who already carries TaB with you everywhere (we’re talking about a TaB tattoo if that wasn’t clear already :)) — or if you’re planning to — we want to hear from you. Depending on interest, we might be able to do a feature, or a spotlight, or maybe even a behind the scenes adventure. Any attention for TaB is good attention, in our book. And it keeps the conversation about TaB top of mind at Coca-Cola.

And truly…..if inking a brand on your body doesn’t show loyalty, what does?

So: If you’ve got TaB ink — or you’re thinking about getting it — reach out. We’d love to talk.

💗 Project: “Show TaB Demand”

A New, Focused Effort to Show Coca‑Cola the Real Demand for TaB

On April 29, 2026, during The Coca‑Cola Company’s Annual Shareholder Meeting, TaB fans finally heard something meaningful — not a dismissal, not a canned line, but a direct acknowledgment from CEO Henrique Braun about how discontinued brands are evaluated.

Here is Henrique’s full response, exactly as he said it:

“This really comes up frequently because a lot of people, at the end of the day, love TaB and love all of our brands. Look, from time to time, what we do, we always explore ways to introduce brands that there is a strong consumer interest and business rationale. So with [TaB], it won’t be different. While I can’t say whether there is anything planned right now for TaB, we are taking this perspective into account as we look ahead. And I will leave it at that.”

You can listen to the audio clip of this portion of the meeting that our shareholders recorded related to the question right here:

For longtime TaB fans, this is the clearest guidance we’ve ever received. Coca‑Cola is telling us exactly what matters:

Strong consumer interest. Clear business rationale. Demonstrated demand.

We’ve been advocating for years — but this moment calls for a new, concentrated push. A new CEO needs to see the numbers. And we’re going to show him.

Welcome to Project Show TaB Demand.

💗 Why This Matters

TaB fans have always been persistent. We’ve written letters, created petitions, shared stories, and kept the pink flame alive long after the last can rolled off the line.

But now we have something we didn’t have before:

A direct statement from the CEO that demand matters.

And Coca‑Cola has a formal mechanism for tracking that demand: the Product Request Form. (select Product Availability and TaB from the dropdown)

Every submission becomes a datapoint. Datapoints become patterns. Patterns become business rationale. And business rationale is exactly what Mr. Braun referenced.

This is our moment to turn passion into proof.

💗 How to Participate in Project “Show TaB Demand”

This is a coordinated, community‑wide effort — and it only works if we all do it.

1. Submit the official Coca‑Cola Product Request Form asking for TaB.

👉 Link to Product Request Form

2. Comment, share, and talk about your participation.

When someone sees you did it, they’re more likely to do it too. A single “I submitted the TaB request form!” post can spark a chain reaction.

3. Send the form to family and friends who would support a TaB comeback.

You don’t need to convince them to drink it — just to support you. Most people will gladly help if you ask.

4. Encourage others to share their participation too.

Visibility creates momentum. Momentum creates numbers. Numbers create demand.

Use the hashtag #SaveTaBSoda so fans can find each other.

💗 This Isn’t a Protest — It’s Proof

We’re not shouting. We’re not begging. We’re showing Coca‑Cola exactly what they said they evaluate: demand.

A new CEO is in place. He needs to see the interest. We’re going to put it right in front of him.

TaB fans have always been loyal. Now we get to be measurable.

Submit the form. Share that you did. Invite others. Let’s DO THIS.

A Warm Welcome from TaB Fans

On March 31st, Coca‑Cola welcomes a new CEO, Henrique Braun. James Quincey, who has served as CEO since 2017, will be taking the role of Executive Chairman. Henrique Braun will be taking over as CEO. For most people, leadership changes come and go quietly. But for TaB fans — a cross‑generational community that has stayed loyal long after the last can rolled off the line — this moment feels different. It feels like an opening.

TaB wasn’t just a beverage. It was a daily ritual, a personal identity, a companion through decades of life. And even after its discontinuation, the community didn’t scatter. It grew. Today, the SaveTaBSoda Committee includes thousands of fans who still talk, share, reminisce, and — most importantly — stand ready to support TaB if it returns.

This new CEO deserves to know who we are.

Through all of us — the people who loved this brand, lived with it, and would gladly welcome it back.

So we’re inviting TaB fans everywhere to do something simple and powerful: Write a letter. Introduce yourself to Mr. Braun. Tell your TaB story. Share how many cases you’d buy, how you’d prepay, how you’d subscribe. Show the new CEO the real humans behind the pink can.

This isn’t pressure. It’s a welcome. A chance to say: Here we are. We’re loyal. We’re organized. And we’re ready.

A new chapter is beginning at Coca‑Cola. Let’s make sure TaB fans are part of the first page.

TaB fans, this is our moment.

Send your letter to:

The Coca-Cola Company
ATTN: Mr. Henrique Braun
1 Coca-Cola Plaza NW
Atlanta, GA 30313

Make your letter stand out!

Think about making your letter stand out from the crowd–Pink Envelope, Pink Stationery, Pink Pen. Include a photograph of you and your TaB stash or wearing your TaB merch. Let’s have fun with this!

If you need help writing your letter, here’s a template to get you started.

We Need Video of the Next Generation!

Calling All TaB Fans: Help Us Show Coca‑Cola That TaB Isn’t Just for the ’70s and ’80s!

For decades, TaB has been more than a soda — it’s been a symbol of individuality, nostalgia, and community. Many of us first fell in love with TaB back in the 1960s or 1970s, and we’ve carried that love through the years. But here’s the thing: TaB isn’t just for those of us who grew up with it.

There’s a misconception at Coca‑Cola that younger generations only care about Diet Coke or Coke Zero. We know that’s not true — and this Thanksgiving, we have the perfect chance to prove it.

This Thanksgiving: Capture the Next Generation of TaB Fans

Whether you’re hosting dinner or visiting family and friends, we’re asking you to help us spotlight the younger voices in the TaB community. Here’s how:

Ask your kids, grandkids, nieces, nephews, or friends who enjoy TaB (or who support you and want to try it) to record a short video on your phone.
Keep it simple: 10–30 seconds saying something like “I love TaB” or “I want TaB back” or “My Mom loves TaB and I want to try it to learn what the hype is all about.”
If they’ve never tried TaB but want to, that’s powerful too — their support matters. They should state it in their video. “I’ve never tried it, but I’d like to.”
Bonus points if you have TaB memorabilia — an empty can, a t‑shirt, a hat. Include it in the video for extra nostalgia!

Why Short Videos Matter

SaveTaBSoda is putting together a compilation video that will showcase TaB fans of all ages. Coca‑Cola needs to see that TaB’s legacy isn’t stuck in the past — it’s alive and loved by younger generations too.

Your clips will help us tell that story in a way that’s impossible to ignore.

Join Us in Making TaB History

This Thanksgiving, while you’re gathered around the table or the television watching football, with family and friends near–take a moment to capture a little piece of TaB history. We’ll share more details soon about how to send us your videos — but for now, just record short videos on your phone (make sure to use your phone so you have access to them) and keep them safe.

Together, we can show Coca‑Cola that TaB’s spirit spans generations. Let’s make this Thanksgiving one to remember — not just for turkey and pumpkin pie, but for TaB.

Register for a Toast to TaB

This October is a special time for TaB lovers, because we’re commemorating five (long!) years since TaB was discontinued. We’re marking the occasion by celebrating the ongoing Spirit of TaB and the vibrant fan community!

We’ve had five years of passionate advocacy, creative campaigns, and community-powered nostalgia. From race cars to billboards and soda tastings, we’ve poured our hearts into bringing TaB back—and we’re not done yet.

To cap off Spirit of TaB Month, we’re inviting YOU to join us for a virtual celebration: 🎉 A Toast to TaB – Zoom Call on October 30th!

💻 What to Expect:

Wear your TaB finest: shirts, hats, stickers, or anything fabulously pink and fizzy.
Use TaB-themed Zoom backgrounds to set the mood.
Bring your TaB (if you’ve got one!) for a group toast. If you don’t–you can toast with your TaB alternative, whatever it may be.
Smile for a group photo to commemorate the moment.
Swap stories about your favorite TaB memories and reflect on the past five years of our journey to revive it.

This will be an informal, fun, and heartwarming gathering of fans, friends, and fizz-fueled dreamers. We’d love to see you there.

📅 Event Details:

Date: October 30th
Time: 7:00 PM Eastern
Location: Zoom (link provided upon registration via e-mail)
Registration Required: >>>[Register Here]<<<

👉 Click the link to register and secure your spot. Note: We’re asking you to register so we can get a headcount in advance, and because it’s not good practice to publish a zoom link right on the web–we only want true TaB fans to join us!

We can’t wait to raise a can (or a glass) with you!!

Let’s celebrate the Spirit of TaB together—because nostalgia tastes better when shared.

-SaveTaBSoda Committee

Share your TaB Story (in Video)!

We’ve been riding high on fizz and nostalgia all month long—and Spirit of TaB Month is just getting better. From the bold-as-TaB billboard lighting up the skyline to the racecar that zoomed through our hearts (and timelines), we’ve been celebrating the legacy of the soda that never should’ve left the shelves.

But now, it’s your turn.

We’re calling on every TaB fan, collector, enthusiast, and sugar-free rebel to help us with our next big move: sharing your TaB story. That’s right—we’re collecting short video stories from fans who want TaB back. We’ll compile them and send them straight to Coca-Cola. And if your story sparkles with nostalgia, humor, or heart, we might just feature it right on our Facebook feed.

🎥 What’s a TaB Story?

It could be:

The first time you tried TaB and instantly knew it was your drink.
A memory with a friend, parent, or grandparent who swore by it.
That wild grocery run when you stocked up because it was a soda apocalypse.
Or simply how much you’ve missed it these past five years—and how much you’d buy if it came back.

👕 Dress the Part

We’d love it if you’re decked out in TaB gear—rock that vintage tee, flaunt your TaB hat, or film in front of your prized TaB collectibles. The more TaB-tastic, the better.

🎁 Giveaway Alert!

To sweeten the deal, we’re giving away five (5) SaveTaBSoda care packages to randomly selected fans who submit a video. These packages are packed with goodies: t-shirts, stickers, coozies, and other treasures to keep the TaB spirit alive.

So grab your smartphone, channel your inner soda storyteller, and let’s make this Spirit of TaB Month one to remember. 💬💥

Submit your video, share your love, and help us bring back the soda that defined a generation.

Submit Your Story

-SaveTaBSoda Committee

It’s Officially Spirit of TaB Month

October has arrived, and with it comes a fizzy wave of nostalgia, creativity, and community—because it’s officially Spirit of TaB Month. Whether you’ve been sipping from a stockpiled stash or simply dreaming of that iconic hot pink can, this is the moment to rally, reminisce, and raise your voice.

📍 Atlanta Goes Magenta: The Billboard That Started It All

This week, downtown Atlanta lit up with a bold message: “Bring TaB Back.” The billboard, perched at the corner of Marietta Street and Ivan Allen Boulevard, is more than just a sign—it’s a declaration. A love letter to the soda that defined generations, and a call to action for Coca-Cola to recognize the enduring spirit of its original zero sugar cola drink.

The launch made waves on WSB-TV, where reporter Berndt Petersen captured the passion of longtime fans like Missie (watch her video unveiling the billboard here) and Jenny. Their heartfelt interviews—and the billboard’s striking visuals—were picked up by affiliate stations across the country, sparking a nationwide ripple of TaB-fueled excitement.

🎥 What’s Next?

Spirit of TaB Month is just getting started. We’ve got a few surprises up our sleeve, but this celebration thrives on you—the fans who’ve kept the flame alive. Here’s how you can join in:

Produce Your Own Videos: Share your TaB story, tribute, or creative riff. Whether it’s heartfelt or hilarious, we want to see it. Think about what story or video you might want to create–we’ll be sharing a link soon that makes it easy to send us your TaB story!
Post Your Photos: Vintage cans, themed outfits, laser backgrounds—go wild and tag us. We have a TaB fan photo album–and we’d love to add your photos to it!
Keep It Fun: Memes, mashups, and magenta magic are all welcome. Let’s make this month unforgettable.

We’ll be seeking out fan submissions throughout October, so stay tuned for more details.

💬 Why It Matters

TaB isn’t just a soda—it’s a symbol. Of bold choices, of retro cool, of a community that refuses to let go of what made them feel seen. TaB is a statement of persistence, sass, and belonging.

Spirit of TaB Month is our chance to honor that legacy, amplify our voices, and show Coca-Cola that there is still significant demand for the product–and making it available to consumers would help them add sales volume.

So grab your camera, dust off your memorabilia, and let’s make this the most unforgettable TaB celebration yet.

Stay fizzy and Stay tuned,

The Save TaB Soda Team

Five years without TaB.

Still Sassy. Still Fierce. We’re Still Here. It’s been nearly five years since Coca-Cola discontinued TaB, but for many of us, this brand lives on — not just in memory, but in our identity, our community, and our creative spirit. This October, we’re going to celebrate the Spirit of TaB all month long–a commemoration of everything that made TaB bold, beloved, and unforgettable.

We’ll be spending the month sharing stories, honoring the legacy, and reminding Coca-Cola that TaB’s fanbase is alive and well — and still waiting for the return of that amazing soda.

Expect themed days, community submissions, and creative surprises that reflect our devotion to the soda that never blended in. While we won’t reveal all the details just yet, we can tell you the month will take on a retro school-spirit vibe — watch for upcoming memos from Principal McFizz, the Lunch Lady, and Coach Bubbles–of the prestigious SaveTaBSoda Academy. 🏫

You’re all students, and we’re all going to celebrate the SPIRIT OF TAB!

So dust off your letterman jackets and grab your school banners. It’s time to show your TaB pride.

Call to Action Whether you’re a lifelong fan or someone who only recently discovered the magic, we want YOU to participate. 🎓 Share. Celebrate. Help us amplify the cause. Because if we don’t keep TaB’s legacy alive… who will?

October 1-31

Be there, or be square. Follow along for more details….

Thank You for a TaB-ulous Back-to-School Letter Campaign!

As the school bells rang and the spirit of advocacy kicked into high gear, the SaveTaBSoda community showed up in full force—armed with passion, nostalgia, and some seriously heartfelt letters to Coca-Cola.

We want to extend a huge THANK YOU to everyone who participated in our back-to-school activity. Whether you wrote your own letter, used ChatGPT-to generate your email, or simply cheered from the sidelines, your voice matters. We hope each letter or e-mail is landing in the hands of someone at Coca-Cola who can help make a difference.

Your creativity and dedication continue to inspire us—and we’re just getting started.

🎉 Stay tuned for October, when we’ll be launching a month-long celebration of TaB.

More to come!

—The SaveTaBSoda Team