Coca-Cola is exploring innovative approaches to engage the public and discover the next great 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 example, Folgers recently launched a jingle contest in 2017, offering a grand prize of $25,000. Creating jingles is one thing, but developing a naturally sourced, low-calorie sweetener that mimics the taste of sugar is a different challenge altogether.
This endeavor is particularly unique because, while many people can think of a jingle—even if it’s not award-winning—most individuals lack the expertise to devise an alternative sweetener. To tackle this issue, Coca-Cola is reaching out to a niche group: researchers and scientists. Although these experts may not have access to the extensive resources that Coca-Cola’s in-house team possesses, they do have the potential to generate viable solutions. However, the critical question remains: will the winning entry be feasible for mass production at the scale Coca-Cola needs?
Even if Coca-Cola never adopts the sweetener chosen as the winner, the contest still benefits the company significantly. A $1 million prize will garner substantial media attention, enhance perceptions of transparency, and potentially improve the public’s view of a company striving to reduce sugar content. This contest effectively communicates, “Look at our commitment to cutting back on sugar! We’re seeking help from experts beyond our own team!” In an era of increasing soda taxes, this could represent a savvy 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 drinks consumed by Americans by 20% before 2025. As soda sales continue to decline due to consumers opting for water and healthier beverages like tea, recent soda taxes—such as the one implemented in Cook County, Illinois—are likely to exacerbate this trend. Thus, it makes sense for Coca-Cola to actively seek ways to enhance its sales.
While this innovative approach to outsourcing research and development may set Coca-Cola apart, it’s unlikely that many competitors will follow suit unless it proves successful. There are numerous brilliant researchers and scientists worldwide, but will they have the time and resources to engage in a long-shot contest like this? Only time will tell, but in a year, Coca-Cola may have insights into whether the use of calcium citrate or calcium carbonate is better for their sweetener development. Ultimately, as they navigate these challenges, the company will discover if they can indeed find a sweetener that resonates with consumers.