Coca-Cola is exploring innovative avenues to engage the public and discover the next groundbreaking non-sugar sweetener. While food and beverage companies have held contests for consumers for some time, Coca-Cola is taking a unique approach. Recently, Folgers launched a jingle contest for 2017, with the grand prize set at $25,000. Jingles are one thing, but the challenge of identifying a naturally sourced, low-calorie sweetener that maintains the taste of sugar is an entirely different matter. This endeavor is noteworthy because, while many can create a jingle, the majority of people struggle to devise a sweetener alternative. To tackle this challenge, Coca-Cola is reaching out to a small group of researchers and scientists. These individuals may not have access to the extensive resources available to Coca-Cola’s own experts, yet they possess the capability to devise a solution. The pressing question remains: will the winning entry be feasible for the mass production standards that Coca-Cola requires?
Even if Coca-Cola ultimately does not utilize the sweetener selected as the winner, the company still stands to gain significantly. 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 contest effectively broadcasts, “Look at our efforts to minimize sugar! We’re seeking help from all experts, not just our in-house team!” In an era marked by soda taxes, this initiative could represent a proactive step toward fostering a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to reducing the caloric content of sugary beverages consumed by Americans by 20% before 2025. With soda sales already declining as consumers opt for water and healthier drinks like tea, it is likely that recent soda taxes, including one implemented in Cook County, Illinois, will further impact sales. Consequently, Coca-Cola’s efforts to find appealing alternatives for sweetening their products are a strategic move.
This creative approach to outsourcing research and development is relatively novel for a major beverage company; however, don’t expect many competitors to emulate this strategy unless it proves successful. While there are numerous brilliant researchers and scientists around the globe, the question remains: will they have the time, resources, and motivation to engage in a long-shot contest like this? In a year, Coca-Cola will find out. Additionally, it will be interesting to see if any of the solutions proposed incorporate ingredients like kosher calcium citrate, which could potentially enhance the appeal of their products. As the search for a suitable sweetener unfolds, the intersection of science, creativity, and consumer engagement will be closely watched.