"How can just 1 calorie taste so good?"

This 1964 Tab ad nailed what most modern brands still miss — it made “diet” feel indulgent. Instead of selling restriction, Tab sold glamour in a glass.

Marketing analysis

The image sets a mood: crystal glassware, candlelight, luxury. The copy reframes the 1-calorie fact from a diet feature into a flavor miracle. Coca-Cola didn’t say “less sugar,” it said “kept the flavor in.”

Why it works

• Turns a weakness (low-calorie) into a strength (same great taste)
• Uses curiosity in the headline: “How can just 1 calorie taste so good?”
• Aligns product with a classy, night-out vibe instead of diet culture
• Creates trust through brand association with Coca-Cola

Examples

• Halo Top ice cream sold “low-calorie pints” as indulgent desserts and hit $347M in sales.
• Oatly made oat milk feel premium, not restrictive.
• Athletic Brewing markets non-alcoholic beer as “for active achievers,” not “for sober people.”