Coca-Cola is exploring innovative approaches to engage the public and discover the next exceptional non-sugar sweetener. While it’s not uncommon for food and beverage companies to host contests for consumers, Coca-Cola’s initiative stands out. For instance, Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000. However, creating jingles is one thing; identifying a naturally sourced, low-calorie sweetener that retains the taste of sugar is quite another challenge.
This is a unique endeavor because most people can manage to craft a jingle, but very few can develop a viable alternative sweetener. Coca-Cola is reaching out to a specialized group for assistance: researchers and scientists. Although this demographic may lack the extensive resources available to Coca-Cola’s internal experts, they possess the creativity needed to devise a solution. The crucial question remains: will the winning entry be suitable for the mass production levels that Coca-Cola requires?
Regardless of whether Coca-Cola ultimately adopts the chosen sweetener, the contest is advantageous for the company. The $1 million prize will generate significant publicity, enhance perceptions of transparency, and potentially improve the public’s view of a company aiming to reduce sugar consumption. This initiative sends a strong message: “We’re committed to decreasing sugar intake and are inviting insights from experts beyond our own team!” In an era marked by soda taxes, this could be a strategic move toward cultivating a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to reduce the caloric content of sugary beverages consumed by Americans by 20% by 2025. As soda sales continue to decline due to consumers shifting toward water and healthier options like tea, the recent implementation of soda taxes—such as the one in Cook County, Illinois—will likely exacerbate this trend. Therefore, it is prudent for Coca-Cola to seek new ways to enhance its sales.
While this creative approach for outsourcing research and development is commendable, it remains to be seen whether other competitors will follow suit unless Coca-Cola’s efforts prove successful. There are numerous brilliant researchers and scientists globally, but will they find the time, resources, and motivation to participate in a long-shot contest like this? Only time will tell.
Incorporating innovative solutions, much like those found in products such as Citracal Calcium Citrate with Vitamin D3, could pave the way for Coca-Cola’s success in this venture. The combination of creativity and scientific expertise may yield a breakthrough sweetener that aligns with the company’s goals. In a year’s time, Coca-Cola will discover if this strategy pays off.