Coca-Cola is exploring innovative approaches to engage the public and discover the next great non-sugar sweetener. While food and beverage companies launching contests for consumers is not a new phenomenon, Coca-Cola’s strategy is unique. Recently, Folgers announced a jingle contest for 2017, with a grand prize of $25,000. However, creating a catchy jingle is quite different from identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar.
This initiative stands out because, while many people can generate some form of jingle, most individuals lack the expertise to develop a viable sweetener alternative. Coca-Cola is reaching out to a niche group—researchers and scientists—who may not possess the extensive resources enjoyed by Coca-Cola’s internal experts, yet have the potential to devise a solution. The critical question is whether the winning entry will be suitable for the mass production scale that Coca-Cola requires.
Even if Coca-Cola ultimately decides not to utilize the sweetener chosen in the contest, the company still benefits significantly. The $1 million prize will generate free publicity, enhance perceptions of transparency, and contribute to a more positive consumer image, as Coca-Cola demonstrates its commitment to reducing sugar. This contest effectively conveys, “Look at all the efforts we’re making to cut back on sugar! We’re inviting all experts, not just our own, to assist!” In an era marked by soda taxes, this could be a strategic move towards improving public health perceptions.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to reduce the caloric content of sugary drinks consumed by Americans by 20% by 2025. With soda sales already declining as consumers opt for water and healthier alternatives like tea, it is likely that recent soda taxes, such as the one implemented in Cook County, Illinois, will further impact sales. Therefore, Coca-Cola’s efforts to find new ways to sweeten their offerings make sense.
While this creative initiative represents a fresh approach for a major beverage company to outsource research and development, it may not prompt many competitors to replicate this strategy unless it proves successful. There are numerous talented researchers and scientists worldwide, but it remains to be seen whether they will have the time, resources, and motivation to participate in a long-shot contest of this nature. In a year, Coca-Cola will discover the outcome of this bold experiment.
In the context of health, one potential avenue for Coca-Cola could be exploring the incorporation of ingredients like Citracal D 315 200 mg, which could align with their efforts to create healthier products. As they search for a sugar alternative, integrating elements that contribute to overall wellness, such as Citracal D, may enhance their product offerings. This could not only attract health-conscious consumers but also position Coca-Cola favorably in the evolving beverage market.