As we shared earlier this month–The SaveTaBSoda Committee has been in the process of writing letters to Coca-Cola Bottlers. We’ve sent an introduction letter and a market demand letter (that included stats from the survey we conducted last month…more on that below).
Next, we’re in the process of distributing another letter that shares what we learned about how much TaB drinkers are willing to pay for TaB, as well as the variety of package options they’d be interested in.
While we’re working on all of these letters to Coca-Cola Bottlers, we need all of you to continue contacting Coca-Cola headquarters. If we can convince a bottler to want to make TaB–we still need to convince Coca-Cola headquarters to bring back the retired flavor. Please continue calling and e-mailing Coca-Cola to demonstrate the consumer demand.
Call (800.GET.COKE)
Email: https://www.coca-colacompany.com/contact-us/contact-us-form
Interesting Survey Tidbits
Again, thank you so much for filling out our surveys!! While you’re calling and e-mailing Coca-Cola, we thought it would be helpful to share some of what we learned from all of you in that first survey. There may be some interesting information from it you want to share in your calls!
We received over 400 responses to the surveys.
Findings
- Many households have numerous TaB drinkers
- Most TaB households have 1-2 TaB drinkers (over 75%) within the household
- Most TaB households have 1-2 TaB drinkers (over 75%) within the household
- Heavy consumption of TaB is not out of the ordinary—it’s typical
- Of TaB drinking consumers, most would consume 1-5 (12 ounce) servings per day. However, there is a surprisingly large number of TaB drinkers who would drink 6 or more servings per day (more than 1/3 of the population). Some respond claiming, they “only drink TaB.”
There’s a significant amount of pent-up demand for TaB- When asked how many 12-pack packages of TaB they’d purchase initially if it comes back—one of the most popular responses was “as many as I can get.”
- 40% of the population would purchase more than 100 packages, with 37% saying there was no specific number limit—it was based on price and how many they could reasonably store, with comments like:
- “All that I can find,” “All of it,” “As many as I can get my hands on, I’d clean them out,” “As many as would be allowed!” And so on…
- A very small number (less than 10% of the population) would only purchase 10 or fewer packages.
- Of TaB drinking consumers, most would consume 1-5 (12 ounce) servings per day. However, there is a surprisingly large number of TaB drinkers who would drink 6 or more servings per day (more than 1/3 of the population). Some respond claiming, they “only drink TaB.”
- TaB drinkers don’t just switch to another Coca-Cola Product when they run out of TaB.
- Only 21% of former TaB drinkers continue to drink Coca-Cola products. 79% are no longer purchasing Coca-Cola products.
- Many anecdotally mention they’ll avoid Coca-Cola products until TaB returns.
We believe the information we learned from all of you in this first survey that has been shared with the bottlers should help provide a compelling argument that TaB would generate increased sales if they have the ability to bring it back.
We’ll share additional information from the surveys in the coming weeks.
Don’t forget to call Coke! (800.GET.COKE)
