The beginning of the diet soda or refreshment era was in 1952, when Kirsch Bottling in Brooklyn, New York launched a sugar free ginger ale called No-Cal. It was designed for diabetics, not dieters, and distribution remained local. Royal Crown Cola placed an announcement in an Atlanta newspaper in 1958 announcing a diet soda product, Diet Rite. In 1962, Dr Pepper released a diet(etic) version of its soda, although it sold slowly due to the misconception that it was meant solely for diabetic consumption. In 1963, the Coca-Cola Company joined the diet soda market with Tab, which proved to be a huge success. Tab was originally sweetened with cyclamates and saccharin.