Coca-Cola is seeking innovative approaches to engage the public and discover the next groundbreaking non-sugar sweetener. While it’s not uncommon for food and beverage companies to host contests for consumers, Coca-Cola is taking it a step further. Recently, Folgers announced its 2017 jingle contest, offering a grand prize of $25,000. Jingles are relatively easy for many to create, but identifying a naturally sourced, low-calorie sweetener that maintains the taste of sugar is a far more complex challenge.
This initiative is unique for a reason: while most individuals can generate a jingle, few can invent a suitable alternative sweetener. Coca-Cola is reaching out to a small segment of the population—researchers and scientists—for assistance. Although this group may not possess the same resources as Coca-Cola’s in-house experts, they have the potential to devise a solution. The critical question remains: will the winning sweetener be feasible for mass production on the scale that Coca-Cola requires?
Even if Coca-Cola ultimately decides not to implement the winning sweetener, the contest would still benefit the company. The $1 million prize will generate substantial publicity and enhance its image regarding transparency, portraying Coca-Cola as a corporation actively working to reduce sugar consumption. The contest essentially conveys, “Look at what we’re doing to decrease sugar intake! We’re seeking help from all experts, not just our own!” In an era marked by soda taxes, this could be a strategic move toward improving public perception.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to reducing the caloric content of sugary drinks consumed by Americans by 20% before 2025. With soda sales already declining as consumers opt for healthier alternatives like water and tea, the potential impact of soda taxes—such as the one recently implemented in Cook County, Illinois—could further diminish sales. Therefore, it makes sense for Coca-Cola to explore new methods to boost sales.
While this creative initiative represents a novel way for a major beverage company to outsource research and development, it may not inspire many competitors to follow unless it proves successful. Countless brilliant researchers and scientists exist globally, but will they allocate the time and resources to participate in a contest of this nature? In a year, Coca-Cola will find out. The product code 033984004306 may become synonymous with this ambitious endeavor if successful.