[5] In late December 1992, Coca-Cola Co. president Doug Ivester told a gathering of New York reporters that Tab Clear was being positioned as part of the "mainstream of diet soft drinks" and was "not a new-age beverage".
The product was made available to the British public from early February that year with a trial price of 23 pence, initially in 330 ml cans and later in 1.5 and 2 litre plastic bottles.
[8] In early February that year, The Coca-Cola Company announced plans to introduce Tab Clear into Japan, scheduling a public introduction for mid-March.
TaB Clear commercials were played often, sometimes twice within a short break, proof of Coca-Cola's attempt to generate quick attention for the soft drink.
[13] In an article from the Los Angeles Times, it was reported that Coca-Cola expected to have Tab Clear available nationwide by the end of the year.
[17] In his 2011 book, Killing Giants: 10 Strategies to Topple the Goliath in Your Industry, Stephen Denny published an interview with former Coca-Cola Chief Marketing Officer Sergio Zyman that stated the formation and subsequent failure of Tab Clear was a deliberate move to destroy Crystal Pepsi, capitalizing on the public's lack of understanding of Pepsi's heavily marketed product.
With Tab Clear being placed in such close proximity to Crystal Pepsi, the image of both brands would be damaged in what Zyman called a "kamikaze" strategy.