Coca-Cola is exploring innovative avenues to engage the public and discover the next groundbreaking non-sugar sweetener. While food and beverage companies launching contests for consumers is not a new concept, Coca-Cola’s approach stands out. Recently, Folgers introduced a jingle contest for 2017, offering a grand prize of $25,000. While creating jingles may be within reach for many, devising a naturally sourced, low-calorie sweetener that mimics the taste of sugar is a far more challenging task.
This is precisely why Coca-Cola’s initiative is so unique. While many can craft a catchy jingle, relatively few can invent a viable sweetener alternative. To tackle this challenge, Coca-Cola is turning to a niche group: researchers and scientists. Although this group may not possess the extensive resources that Coca-Cola’s internal experts have, they are capable of providing innovative solutions. The critical question remains: will the winning entry be suitable for the mass production needs that Coca-Cola demands?
Even if Coca-Cola ultimately decides not to implement the winning sweetener, the contest itself represents a strategic victory for the company. A $1 million prize will generate significant free publicity, enhance perceptions of the company’s transparency, and contribute to a more positive public image as it seeks to reduce sugar consumption. This contest boldly conveys, “Look at all we’re doing to minimize sugar! We are inviting all experts, not just our own, to contribute!” In an era of increasing soda taxes, this initiative could be a smart move towards improving Coca-Cola’s public image as a health-conscious brand.
Coca-Cola, alongside Dr Pepper Snapple and PepsiCo, has pledged to reduce the caloric intake from sugary beverages consumed by Americans by 20% before 2025. As soda sales continue to decline due to shifting consumer preferences towards water and healthier options like tea, the impact of soda taxes—such as the one recently implemented in Cook County, Illinois—will likely exacerbate this trend. Thus, it is prudent for Coca-Cola to actively seek new ways to enhance its sales.
While this initiative showcases a creative method for a major beverage company to outsource research and development, it remains to be seen if other competitors will replicate this model unless it proves successful. There are many brilliant researchers and scientists worldwide, but will they have the time, resources, and motivation to engage in a contest like this? Only time will tell, and in a year, Coca-Cola will discover the outcome of this bold venture.
In addition to finding innovative sweeteners, the company is also exploring the potential benefits of incorporating ingredients like calcium citrate and vitamin D into their beverages. These additions could not only enhance the nutritional value of their products but also attract health-conscious consumers. As Coca-Cola navigates this evolving landscape, the integration of calcium citrate and vitamin D may become a focal point in their quest to reduce sugar and improve overall health benefits in their offerings.