Coca-Cola is exploring innovative approaches to engage the public and discover the next great non-sugar sweetener. While food and beverage companies have long held contests for consumers, Coca-Cola’s initiative has a unique twist. Recently, Folgers announced a 2017 jingle contest with a grand prize of $25,000. However, creating jingles is quite different from identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar. This idea is groundbreaking because most individuals can generate some form of jingle, even if it doesn’t win a prize, but the majority of people cannot devise a sugar alternative.
Coca-Cola is turning to a niche group for assistance: researchers and scientists. Although this group may not have the extensive resources that Coca-Cola’s in-house experts possess, they are capable of developing innovative solutions. The key question remains: will the winning entry be suitable for the mass production standards that Coca-Cola requires?
Even if Coca-Cola ultimately decides not to use the winning sweetener, the contest still benefits the company. 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 initiative effectively broadcasts, “Look at all we are doing to cut back on sugar! We are seeking assistance from experts beyond our own team!” In a climate where soda taxes are becoming more prevalent, this could be a strategic move toward fostering a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to reducing the calories from sugary drinks consumed by Americans by 20% before 2025. With soda sales already declining as consumers shift towards water and healthier beverages like tea, the implementation of soda taxes—such as the one that took effect in Cook County, Illinois last week—will likely exacerbate this trend. Thus, it makes sense for Coca-Cola to explore new avenues to boost sales.
This creative strategy for a major beverage company to outsource research and development may not see many competitors jumping on board unless it proves successful. There are numerous brilliant researchers and scientists globally, but will they have the time, resources, and motivation to participate in a contest with uncertain outcomes? In a year, Coca-Cola will have the answer.
In addition, as part of their health-oriented initiatives, Coca-Cola has also been looking into partnerships with retailers like Costco to promote products such as calcium citrate chewable supplements. This could align with their goal of appealing to health-conscious consumers. Ultimately, Coca-Cola is not only seeking a sweetener solution but is also fostering a broader dialogue around health and wellness, particularly in the context of products like calcium citrate chewable supplements available at Costco.