Coca-Cola is exploring innovative approaches to engage consumers and develop the next great non-sugar sweetener. While it’s not uncommon for food and beverage companies to host contests for their customers, Coca-Cola’s initiative stands out. Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000. However, creating catchy jingles is one thing; discovering a naturally sourced, low-calorie sweetener that mimics the taste of sugar is an entirely different challenge. This endeavor is novel because, while many can create a jingle, few can formulate a viable sweetener alternative.
Coca-Cola is reaching out to a niche group: researchers and scientists. Although this group may not have access to the same extensive resources as Coca-Cola’s in-house experts, they possess the potential to innovate. The crucial question remains: will the winning solution be suitable for the large-scale production that Coca-Cola demands? Even if Coca-Cola never adopts the selected sweetener, the contest remains beneficial for the company. They will gain significant publicity from the $1 million prize, enhance their image of transparency, and potentially improve public perception as they strive to reduce sugar intake. This initiative signals, “Look at all we’re doing to cut back on sugar! We are seeking help from experts beyond our own team!” In an era marked by soda taxes, this could represent a strategic move toward a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to cut sugary drink calories consumed by Americans by 20% before 2025. As soda sales decline due to consumers opting for water and healthier alternatives like tea, recent soda taxes—such as the one implemented in Cook County, Illinois—are likely to exacerbate these sales drops. Hence, it makes sense for Coca-Cola to seek ways to enhance its sales through innovative sweetener solutions.
While this represents a creative method for a major beverage corporation to outsource research and development, it’s unlikely that many competitors will follow suit unless this initiative proves successful. There are numerous brilliant researchers and scientists globally, but will they be willing and able to invest time and resources into a long-shot contest? Only time will tell.
In a related context, discussions about nutritional supplements often arise, particularly the debate on which is better: calcium or calcium citrate. Just as Coca-Cola seeks innovative solutions, individuals are encouraged to explore the benefits of different nutrient forms, including calcium and calcium citrate, to determine what aligns best with their health needs. In a year, Coca-Cola will know the impact of their contest, and similarly, health enthusiasts will continue to assess which form of calcium—calcium or calcium citrate—serves them better.