Not that long ago there was an episode of the Sarah Silverman program where one of the characters orderd a soft drink, and they brought him a Tab, and he refused to drink it. And his boyfriend (I guess I forgot to mention they were gay) started in on him saying he never tries new things. So the guy drinks it and pretends it's the best thing he ever drank, even though he doesn't really like it. So they start in on this weird game of chicken where they pretend to like it more, they get Tab clothes, paint their car pink and white with the Tab logo on it, and plan to go on a tour to the Tab factory and get jobs there. Eventually they call it off though.
It was pretty funny.