Coca-Cola is exploring innovative avenues to engage the public and discover the next remarkable non-sugar sweetener. While contests for consumers in the food and beverage sector are common, Coca-Cola’s approach stands out. For instance, Folgers recently launched a jingle contest in 2017, where the grand prize winner could take home $25,000. While creating jingles can be within the reach of many, developing a naturally sourced, low-calorie sweetener that mimics the taste of sugar is a different challenge altogether.
This initiative is unique for a reason: most individuals can devise some kind of jingle, even if it isn’t award-winning. However, finding an alternative sweetener is a task that eludes the majority. Coca-Cola is seeking assistance from a specific group: researchers and scientists. Although these individuals may lack the extensive resources that Coca-Cola’s in-house experts possess, they have the potential to generate innovative solutions. The critical question remains: will the winning entry be suitable for the mass production scale that Coca-Cola needs?
Even if Coca-Cola ultimately decides not to implement the winning sweetener, the contest still serves as a strategic advantage for the company. The $1 million prize offers substantial free publicity, enhances perceptions of transparency, and may improve the company’s image as it strives to reduce sugar content. This contest effectively broadcasts, “Look at all we’re doing to cut back on sugar! We’re reaching out to all experts, not just our own!” In an era characterized by soda taxes, this initiative could represent a significant step toward a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the number of sugary drink calories consumed by Americans by 20% before 2025. As sales of soda continue to decline, driven by a consumer shift toward water and healthier options like tea, it’s reasonable to assume that recent soda taxes—such as the one implemented in Cook County, Illinois—will further impact sales. Therefore, it’s crucial for Coca-Cola to explore new ways to invigorate its sales.
While this creative approach to outsourcing research and development may set Coca-Cola apart, it’s uncertain how many competitors will follow unless the initiative proves successful. There are numerous brilliant researchers and scientists worldwide, but will they have the time, resources, and interest to invest in such a long-shot contest? In a year, Coca-Cola will have the answer.
Additionally, with the rising interest in health supplements like Wellesse calcium citrate, incorporating such alternatives could provide another layer of innovation in the beverage industry. The challenge lies in merging these elements into a new sweetener that meets consumer expectations while maintaining the company’s commitment to reducing sugar. As Coca-Cola embarks on this journey, the intersection of creativity, health, and consumer engagement will be crucial in shaping its future.