Coca-Cola launches new campaign in wake of retiring TaB

The campaign was created by FCB Joburg, implemented on digital channels by Wunderman Thompson and amplified by a PR campaign from RAPT Creative.

Two years ago, TCCC announced it would retire select products in various global markets as part of a global portfolio refresh.

As part of the refresh, TCCC said it would discontinue TaB in South Africa. However, the company, which pioneered the diet beverage option in the early 1990s, had continued to trail-blaze in the category to provide consumers with low-calorie / low-kilojoule options that are unmatched.

"Included in TCCC's low-calorie / low-kilojoule stable today is Coca-Cola No Sugar No Caffeine. Largely regarded as TaB's successor, Coca-Cola No Sugar No Caffeine certainly delivers the same product benefits without compromising on taste and quality," says Coca-Cola Category Africa senior director Silke Bucker.

According to FCB Joburg executive creative director, Mbeu 'Snooze' Kambuwa, the agency's objective was to salute TaB's iconic status and acknowledge the role it had played in many consumers' lives.

"The key take-out we wanted with this campaign was 'Let's celebrate Tab'. You know, a 'don't be sad it's over, be glad it happened' vibe," Kambuwa concludes.

Starting in September — and across Twitter, Facebook, Instagram and other select sites — catchy phrases and fun puns captured the sentiment, says the brand. 'Ring up the TaB' and 'Hey, waiter, can you bring me my TaB for the last?' are two of Kambuwa's favourites. There was also a call for consumers to share their favourite TaB memories.

This initial phase was followed in October and November by executions that spoke to the Coca-Cola No Sugar No Caffeine benefits. 

For more information, visit www.coca-cola.co.za. You can also follow Coca-Cola South Africa on Facebook.