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We are remembering a life surrounding it.
Final Thoughts
Tab’s story is a reminder that products can become part of people’s identities in ways that marketers cannot completely measure.
Introduced in 1963, overshadowed commercially by Diet Coke, and ultimately discontinued in 2020, Tab nevertheless left behind a remarkably persistent community of memories.
Its legacy lives on in conversations, memorabilia, advertisements, and the recollections of people who still remember exactly what that distinctive soda tasted like.
Sometimes a product disappears from the shelf without disappearing from the heart.
And perhaps that is the curious case of Tab: the soda may be gone, but for those who loved it, the memory still has plenty of fizz.