TaB Energy Drink

Reviewed by William "Tony" Cooley
May 1, 2006

Manufacturer: Coca-Cola Website: Click Here Review Rating: 3 out of 10

TaB energy drink is a retro chic throwback to simpler times. The can is 10.5 ounces of pink energy drink in an attractive pink and white, polka dot design. The drink itself is your standard generic energy drink formula: carbonated water, taurine, citric acid, ginseng, caffeine and vegetable juice (for color). Vitamins B3, B12 and B6 make an appearance along with sucralose to keep it cloyingly sweet as well as low cal and low carb. TaB energy drink has 0 carbs, 0 fat and only 5 calories. It also has much less active "energy" ingredients than its competitors; but hey... it's pink!

Despite being the bastard child of Redbull and a watermelon Jolly Rancher, the worst thing about TaB energy drink is the "re-imagining" of the classic brand to become this new girly drink for the "gal on the go.” TaB was originally marketed to women to get them to drink soda and not worry about the calories. It worked then, but a lot has changed since the 50s.

There is no way that people who remember the original drink would like this one; and the energy drink market is so flooded with competition that there is nothing to make TaB stand out from its peers. Betting the success of a product on brand recognition when it doesn't remotely resemble the original is a bad idea. It does a disservice to the original TaB, and when people research TaB and see what it was, they will dislike the new drink even more for what it is now.

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