Tab Energy Branding – Will It Work?


Tab has a new energy drink, which I noticed yesterday at the grocery. So of course I came home and looked it up online to learn more. After all, why release an energy drink with such a close association to another cola?

It seems that Tab Energy is aimed at women, and that the focus is on the low calorie nature of the drink. This isn't new. Sugar free Red Bull has been out for years, and many energy drinks come in sugary and diet forms. The thing that interests me about this branding move is that most energy drinks are released as new standalone products, not versions of an existing product. So what's the deal with Tab?

My guess is that, because Coca-Cola was so late to the energy drink market (no surprise there) and has done such a poor job with Full Throttle (the energy drink they have put the most marketing $$$ into) they decided to go out on a limb and try to tie an energy drink to the success of an existing drink. Tab = low calorie. They are extending that idea to the new product. But are calories the reason people don't drink energy drinks? I assumed taste was the primary problem.

Will the move work? It is the first energy drink I can think of that has targeted a niche market (women, in this case). That is probably a good idea. But latching on to Tab? I think these kind of brand changes can get confusing. Red Bull has been so successful, according to the book "Brand Hijack", because customers could define it the way they wanted. With Tab Energy, I think Coca-Cola is telling customers what the brand is. My prediction is that it won't be the smash hit they are hoping for, but who knows? (About half the time I predict something on this blog, I'm wrong anyway).

  • Emily

    Hi there,
    I’m a student who is interning with a company called Soda Club. We have just come out with a new energy drink which has fewer calories and taste beter than Red Bull (two things you mentioned as being reasons not to drink). If you like energy drinks and would like to try it, please let me know and I will send you free samples. Just e-mail me your address. Thanks and hope to hear from you soon!

  • rachel

    hey i’m in high school and i love tab because it helps me get thrug my day at school and it tastes really good!!

    so if yall could try to make it in bigger bottals that would so be cool

  • rachel

    hey i’m in high school and i love tab because it helps me get through my day at school and it tastes really good!!

    So if yall could try to make it in bigger bottls that would so be cool

  • Stephanie

    Red Bull is owned by Coca-Cola, so that kinda blows your theory out of the water, as they are the top brand. Coca-Cola addresses the confusion of using the Tab name with the new energy drink in FAQ on the Tab Energy website. I love Tab Energy, its actually by far my favorite, but I’m not so sure its working out for in general because not all stores carry it, esp not in 4 packs.