The American 1980's were defined by many things. Some most remember it by political events such as the Cold War and fall of the Berlin wall, or the Contras in Nicaragua. But perhaps you were much younger then, and didn't care about any of that political stuff. No. You concentrated more on classic 80's ideals, like entertainment and fashion and working out. You went out to see Ferris Bueller's Day Off wishing your flock of seagulls boyfriend was Jake Ryan, all after your 20-minute workout in your very high-cut leotard. But the glue that tied all these 80's trends together is the one drink that epitomizes the fashion and trends of the 1980's. The drink in a pink can that at least one person you knew was completely addicted to, is TaB. Sure you could drink a Shasta or Mr. Pibb, but what other drink could keep you looking stylish and fit and has only one calorie? Only TaB. The "Beautiful Drink for Beautiful People".
The advertising style used in the 80's is sparsely used in today's modern advertising. Celeste wanted to create a modern version of an 80's style ad campaign, featuring a product that defines it's era. TaB advertising was geared toward women with an emphasis on the idea that it could help keep them physically fit, even so far as to appeal to their desire to look sexy for men. This is what Celeste kept in mind when creating her TaB series. A set of simple, purely 80's images that brings back all the style and sexiness of an era, with a modern flare that brings these two decades together in a truly Celeste kind-of way.
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