Fans Rally to Bring Back the Nostalgic Tab Soda, and Their Epic Efforts May Be Working (Exclusive) Moná ThomasOctober 21, 2025 at 8:03 PM 0 SaveTaBSoda Jenny Boyter in the Tab race car; Fans holding up their Tabs in front of the Tab billboard Tab Soda fans have formed the Save Tab Soda Committee to ...
- - Fans Rally to Bring Back the Nostalgic Tab Soda, and Their Epic Efforts May Be Working (Exclusive)
Moná ThomasOctober 21, 2025 at 8:03 PM
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SaveTaBSoda
Jenny Boyter in the Tab race car; Fans holding up their Tabs in front of the Tab billboard -
Tab Soda fans have formed the Save Tab Soda Committee to campaign for Tab's nostalgic return
The committee's creative efforts include billboards, a hot pink race car, and hundreds of letters to Coca-Cola executives
The fans have formed community bonds over shared nostalgia, with members treasuring their remaining Tab
When The Coca-Cola Company announced the return of its retro flavor Diet Coke Lime, the Save Tab Soda Committee and fans across the country found themselves asking the same question: What about Tab?
For decades, the fan-favorite diet soda that has a somewhat cult following has held a special place in the hearts of its drinkers. Introduced in 1963 as Coca-Cola's first diet soda, Tab and its unforgettable hot pink can became a symbol of individuality and effortless coolness — and when it was discontinued in October 2020, its absence left a surprisingly large void for its loyal fans.
SaveTaBSoda
Tab fans
Enter the Save Tab Soda Committee, a grassroots fan group that has spent the past five years campaigning to bring Tab back. Founded by Adam Burbach of Nebraska, after he purchased the domain savetabsoda.com and reached out to various online Tab communities, the group quickly grew from a small network of Facebook friends to a dedicated team of activists across the country.
Today, the main Facebook group counts nearly 1,400 members, with thousands more contributing through letters, social media and local outreach. "None of us knew each other in real life, and I feel like we're all friends now," says Burbach in an exclusive interview with PEOPLE, alongside other committee members Jenny Boyter and Missie Pierce from Georgia and Trish Priest from Washington.
The group explained how their hardworking committee became more like its own support group over time. "We had something in common, and it built a little community around this," they said.
The committee's efforts have been as creative as they are relentless. Members like Boyter and Pierce have written letters to Coca-Cola executives, organized hundreds of fan letters for Tab's 60th birthday to be sent to the parent company's Atlanta offices and even staged impressive marketing campaigns, ranging from two eye-catching billboards in Atlanta to a Tab pink race car at the 2025 Motul Petit Le Mans.
Doubling as a reminder for October's Breast Cancer Awareness Month, the car also included a QR code on the side that led to a Change.org petition for Tab fans to sign. At the time of publication, the petition had nearly 9,000 signatures.
SaveTaBSoda
Tab billboard
For some, the nostalgic taste of Tab may be their personal motivation to bring the beloved drink back; for others, it's much more sentimental. "I don't remember not drinking TaB until recently. It was basically my trademark," shared Priest. "If I was in a meeting at work, there was a can of Tab sitting there and everybody knew it was me."
Pierce recalls her late husband making sure he always had a Tab on his person for when she needed one on long trips. "We used to go on vacations and it was his job to carry one can per day for however long we were going to be away," she remembered, before Delta, like many other airlines, began restricting carry-on liquids for flights. "That was a very sad day for me."
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Stockpiles of Tab
Pierce also remembers filling her car with as many 12-packs as she could fit during the final days before Tab's disappearance. Boyter still has a 12-pack plus a few extra cans left, opting to savor them for birthdays and special occasions, while Pierce is holding on strong to her four remaining 12-packs.
The committee's campaigns and grassroots efforts have not gone unnoticed by the parent company. After sending letters and setting up billboards near Coca-Cola's Atlanta headquarters, Burbach says they've received an email acknowledgment on behalf of CEO James Quincey thanking them for their loyalty.
And while Tab isn't back nationwide yet, the soda has returned to the World of Coca-Cola tasting room, after briefly disappearing, giving nationwide fans like Priest and Pierce a nostalgic taste of victory.
Although the company discontinued to brand due to it being one of its "underperforming products," the members of the Save Tab Soda Committee, who have a weekly Zoom meeting to discuss their comeback efforts, believe that the numbers speak for themselves. "Coke drives itself in trying to please its loyal customers — how much more loyal can you get?" questioned Pierce.
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Trish Priest in front of the Tab race car
For October, the committee has even more billboards on the way, paid for by Tab lovers across the country. The new billboards will share quotes from fans who shared their personal experiences with Tab, including statements like "I spent more for my last Tab than I did on my wedding dress," and "I drove 3,000 miles to buy Tab."
The members also hope to get a billboard up in Tab, In., which reportedly has a population of 36 people as of 2020. "They're our dedicated Tab family," added Priest.
SaveTaBSoda
Tab fans
For these fans, Tab is more than a beverage — it's a connection to memory and community. Across virtual calls and in-person meetups, the committee has nurtured friendships, shared laughter and cultivated a space where passion and nostalgia converge.
As Coca-Cola explores reviving retro flavors, the Save Tab Soda Committee remains vigilant. They continue to plan campaigns, collect stories and celebrate the culture of Tab. Every billboard, race car and heartfelt letter is more than a plea — it's a celebration of a soda that meant, and still means, so much to its fans.
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