THE COCA-COLA COMPANY TAKES TAB CLEAR INTERNATIONAL Great Britain First Market Outside the U.S.
LONDON, Jan. 18 /PRNewswire/ -- Just two weeks after its introduction in the United States, TAB Clear has gone international. The new soft drink from The Coca-Cola Company (NYSE: KO), a clear cola with a mouthful of flavor, was introduced in Britain today at a news conference in London. TAB Clear is sugar free, calorie free and has all natural flavors. TAB Clear will be available in Britain beginning in early February, initially in 330 milliliter cans and later in 1.5 liter and 2 liter plastic (PET) bottles. It is the same product introduced in 10 U.S. markets on Jan. 4. "TAB Clear is a completely new idea in soft drinks and is unlike any other product available," said Penny Hughes, president of Coca-Cola Great Britain and Ireland. "TAB Clear will have particular appeal to anyone, of any age, who does not currently have a favorite soft drink." As an entirely new kind of soft drink, TAB Clear will create a whole new category of mainstream soft drinks. "TAB Clear has a mystifying, complex character," Ms. Hughes explained. "It has a mouthful of flavors which continually offer new taste experiences." TV advertising specially created for the British introduction of TAB Clear has its own mysterious character and is as unique as the soft drink. The theme of the 60-second commercials is "Chain of Mystery" with the tag line "Suddenly everything is clear." Playing on the "mystery" theme, the new product was unveiled at St. Martin's Theater, home of Agatha Christie's mystery, "The Mousetrap," since 1974. The introduction of TAB Clear will be supported by an extensive program of activities, including massive sampling, unique point-of-sale and merchandising materials, and television, radio and print advertising. Research has already shown British consumers to be highly receptive to TAB Clear. The new soft drink has evoked consistent and instant strong appeal among consumers. Packaging for TAB Clear in Britain is distinctive and eye catching, using silver-look cans and transparent labels on the bottles to emphasize the clear quality of the ultimate sugar-free soft drink. The introduction in Britain follows successful initial results in the 10 U.S. markets -- Atlanta, Boston, Houston, Kansas City, Memphis, Miami, Minneapolis, New Orleans, St. Louis and San Francisco. TAB Clear quickly has achieved nearly 100 percent availability in the retail trade and consumer awareness is very high after just two weeks in the marketplace. Assuming continued success in the introductory markets, an accelerated U.S. expansion program could be announced in the near future. -0- 1/18/93 /CONTACT: Randy Donaldson of The Coca-Cola Company, 404-676-3853/ (KO)
CO: The Coca-Cola Company ST: Georgia IN: FOD ADV SU: PDT
BR-RA -- AT005 -- 5752 01/18/93 09:14 EST
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|Date:||Jan 18, 1993|
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