Tab Clear by Coca Cola was created to kill off Pepsi’s Crystal Drink

According to Coca-Cola Chief Marketing Officer Sergio Zyman, Tab Clear was an intentionally “suicidal,” “kamikaze” effort to create an unpopular beverage that was positioned as an analogue of Crystal Pepsi in order to “kill both in the process.”

The “born to die” strategy included using the poor-performing Tab brand rather than Coke, labelling the product as a “sugar free” diet drink to confuse consumers into thinking Crystal Pepsi had no sugar, and marketing the product as if it were “medicinal.” Both of them were dead within six months.

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