Tab Energy was a low calorie energy drink created by

The Coca-Cola Company The Coca-Cola Company is an American multinational beverage corporation founded in 1892, best known as the producer of Coca-Cola. The Coca-Cola Company also manufactures, sells, and markets other non-alcoholic beverage concentrates and syrup ...

. The beverage is unique as it is sweetened with sucralose (rather than

saccharin Saccharin (''aka'' saccharine, Sodium sacchari) is an artificial sweetener with effectively no nutritional value. It is about 550 times as sweet as sucrose but has a bitter or metallic aftertaste, especially at high concentrations. Saccharin is ...

), it has a translucent pink color, and is lightly carbonated. It is packed in slim cans (with a shape similar to the can used for Red Bull). ''

The New Yorker ''The New Yorker'' is an American weekly magazine featuring journalism, commentary, criticism, essays, fiction, satire, cartoons, and poetry. Founded as a weekly in 1925, the magazine is published 47 times annually, with five of these issues ...

'' notes that the original Tab has 31 milligrams of

caffeine Caffeine is a central nervous system (CNS) stimulant of the methylxanthine class. It is mainly used recreationally as a cognitive enhancer, increasing alertness and attentional performance. Caffeine acts by blocking binding of adenosine to ...

and less than per serving, while Tab Energy has 95 milligrams of caffeine and . (It also contains 785 mg

taurine Taurine (), or 2-aminoethanesulfonic acid, is an organic compound that is widely distributed in animal tissues. It is a major constituent of bile and can be found in the large intestine, and accounts for up to 0.1% of total human body weight. I ...

, 116 mg

ginseng Ginseng () is the root of plants in the genus '' Panax'', such as Korean ginseng ('' P. ginseng''), South China ginseng ('' P. notoginseng''), and American ginseng ('' P. quinquefolius''), typically characterized by the presence of ginsenosides ...

extract, 19 mg carnitine, and 0.90 mg

guarana Guaraná ( from the Portuguese ''guaraná'' ), ''Paullinia cupana'', syns. ''P. crysan, P. sorbilis'') is a climbing plant in the family Sapindaceae, native to the Amazon basin and especially common in Brazil. Guaraná has large leaves and c ...

extract, according to the can.) The drink is currently being targeted and advertised towards a female market as illustrated by the pink color theme and slogan 'Fuel to be Fabulous'. The song used in the American version of the commercial is " Cobrastyle" by the Teddybears. Tab Energy is also available in Mexico since December 2006, in New Zealand since February 26, 2007, and in Spain since September 2008 under the name ''Tab Fabulous''. This drink is currently being taken off the market by Coca-Cola.

Ingredients

Ingredients are carbonated water,

citric acid Citric acid is an organic compound with the chemical formula HOC(CO2H)(CH2CO2H)2. It is a colorless weak organic acid. It occurs naturally in citrus fruits. In biochemistry, it is an intermediate in the citric acid cycle, which occurs in ...

, natural and artificial flavors,

sodium citrate Sodium citrate may refer to any of the sodium salts of citric acid (though most commonly the third): * Monosodium citrate * Disodium citrate * Trisodium citrate The three forms of salt are collectively known by the E number E331. Applications ...

sodium benzoate Sodium benzoate is the sodium salt of benzoic acid, widely used as a food preservative (with an E number of E211) and a pickling agent. It appears as a white crystalline chemical with the formula C6H5COONa. Production Sodium benzoate is commo ...

extract,

vegetable juice Vegetable juice is a juice drink made primarily of blended vegetables and also available in the form of powders. Vegetable juice is often mixed with fruits such as apples or grapes to improve flavor. It is often touted as a low-sugar alternative to ...

, acesulfame potassium, sucralose, carnitine fumarate,

niacin Niacin, also known as nicotinic acid, is an organic compound and a form of vitamin B3, an essential human nutrient. It can be manufactured by plants and animals from the amino acid tryptophan. Niacin is obtained in the diet from a variet ...

amide (Vitamin B₃),

pyridoxine hydrochloride Pyridoxine, is a form of vitamin B6 found commonly in food and used as a dietary supplement. As a supplement it is used to treat and prevent pyridoxine deficiency, sideroblastic anaemia, pyridoxine-dependent epilepsy, certain metabolic disor ...

(Vitamin B₆),

Guarana Guaraná ( from the Portuguese ''guaraná'' ), ''Paullinia cupana'', syns. ''P. crysan, P. sorbilis'') is a climbing plant in the family Sapindaceae, native to the Amazon basin and especially common in Brazil. Guaraná has large leaves and c ...

extract, and

cyanocobalamin Cyanocobalamin is a form of vitamin used to treat vitamin deficiency except in the presence of cyanide toxicity. The deficiency may occur in pernicious anemia, following surgical removal of the stomach, with fish tapeworm, or due to bowel ...

(Vitamin B₁₂).

Ad campaign

The Tab energy drink campaign was driven by Hollywood Lifestyle. The product launch was on Feb. 2, 2006 with a premiere party during New York Fashion Week ‘06. Their ad campaign slogan is “Tab Energy... Fuel To Be Fabulous”. The original broadcast of the Tab Energy commercial aired during the Oscar telecast in 2006. The commercial features well dressed, attractive women, who could very well be Hollywood stars, and their daily activities, including shopping for extravagant clothing, driving expensive cars, dining at exclusive restaurants, and dating exceedingly handsome gentlemen. The official website for the drink has various features, including links to photos of Tab launch parties at exclusive venues. In addition, FoxNews.com published an article called “Pink Power: Tab Is Back, Sort Of” that mentions how Tab is the new favorite energy drink of Hollywood stars. There are even people quoted within the article that mention how “Nicole Richie and Fergie (from The Black Eyed Peas) were seen guzzling Tab Energy drink all over Manhattan… and when these two put their stamp of approval on a product, expect other celebrities to follow suit” and that “" e design is great and it is a much prettier can to be caught by the paparazzi drinking — and the pink design makes it almost like an accessory.”

References

External links

* {{Diet sodas Coca-Cola brands Energy drinks Diet drinks Products introduced in 2006