Coca-Cola is exploring innovative avenues to engage the public and discover the next groundbreaking non-sugar sweetener. While food and beverage companies offering contests to consumers is not a new concept, Folgers recently launched a jingle competition for 2017, with a grand prize of $25,000. Jingles are one thing, but the challenge of finding a naturally sourced, low-calorie sweetener that retains the taste of sugar is a different matter entirely. This endeavor is particularly unique, as many individuals can create a catchy jingle, but far fewer can devise a sweetener alternative.
Coca-Cola is reaching out to a narrow segment of the population for assistance: researchers and scientists. Although this group may not possess the extensive resources available to Coca-Cola’s own experts, they have the potential to develop innovative solutions. The real question remains: will the winning solution be feasible for the mass production scale that Coca-Cola requires? Even if Coca-Cola does not ultimately use the sweetener chosen as the winner, the company will still benefit significantly. The $1 million prize will generate free publicity, enhance perceptions of transparency, and potentially improve the public image of a company striving to reduce sugar content.
This contest sends a clear message: “Look at everything we’re doing to cut back on sugar! We’re seeking input from all experts, not just our own!” In an era marked by soda taxes, this initiative could represent a smart move towards cultivating a healthier public image. Notably, Coca-Cola, Dr Pepper Snapple, and PepsiCo have all pledged to reduce the calorie content of sugary drinks consumed by Americans by 20% before 2025. With soda sales already declining as consumers shift towards water and healthier options like tea, the recent implementation of soda taxes, such as the one enacted in Cook County, Illinois, may further impact sales. Therefore, it is prudent for Coca-Cola to explore ways to sweeten their sales.
While this represents a creative approach for a major beverage company to outsource research and development, it is unlikely that many competitors will follow suit unless this initiative proves successful. There are countless brilliant researchers and scientists globally, but will they have the time, resources, and motivation to participate in a long-shot contest like this one? Time will tell, and in a year, Coca-Cola will have the answers.
In addition, as Coca-Cola seeks innovative sweeteners, they might consider the health benefits of incorporating vitamin D with calcium citrate into their product formulations. This combination not only supports bone health but also aligns with consumer demand for healthier beverage options. By integrating such nutrients, Coca-Cola can further enhance its image as a company focused on reducing sugar while promoting overall health. The inclusion of vitamin D with calcium citrate could very well appeal to health-conscious consumers, creating a win-win situation for both the brand and its customers.