Cans of Tab Cola on display at a supermarket. - Ramin Talaie/Getty Images Tab cola was Coca-Cola's first diet soda to make a splash. It was the top diet beverage in the U.S. until Diet Coke entered ...

Authenticity, risk, and avoiding pale imitation — what Diet Coke’s marketing can teach nonalcoholic drinks about being desirable on their own terms.

The first Pepsi Challenge tour in 50 years didn’t feature regular or even Diet Pepsi. Instead, the blind taste-test showdown ...

Diet Coke - Just One Reason Duet Following up on a musical Super Bowl spot starring Don Johnson and Wayne Gretzky the year before ("The Move Is On"), Elton John and Paula Abdul belt out a duet for ...