Coca-Cola is exploring innovative avenues to engage the public and discover the next groundbreaking non-sugar sweetener. While contests for consumers are a familiar tactic among food and beverage companies, Coca-Cola’s approach is particularly unique. For instance, Folgers recently launched a jingle contest with a grand prize of $25,000, demonstrating how jingles can inspire creativity. However, the challenge of identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar is a different matter entirely.
This endeavor is significant because, while many individuals can create some form of jingle, very few can propose a viable alternative sweetener. To tackle this challenge, Coca-Cola is seeking assistance from a niche group of experts: researchers and scientists. Although this group may lack the extensive resources available to Coca-Cola’s own specialists, they possess the ingenuity needed to devise a solution. The critical question remains: will the winning entry be suitable for the mass production scale that Coca-Cola demands?
Even if Coca-Cola ultimately decides against using the sweetener chosen as the winner, the initiative still benefits the company. The $1 million prize will generate considerable publicity, enhance perceptions of transparency, and potentially improve the public’s view of a company making efforts to reduce sugar content. This contest effectively communicates, “Look at all we’re doing to minimize sugar! We’re seeking help from experts beyond our own team!” In an era where soda taxes are becoming more prevalent, this could be a strategic move towards fostering a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to lower the calorie 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 alternatives like tea, the introduction of soda taxes—such as the recent one implemented in Cook County, Illinois—will likely exacerbate the decline in sales. Therefore, it is crucial for Coca-Cola to explore creative methods to boost sales, including potentially using calcium citrate & vitamin D3 tablets in product formulations to appeal to health-conscious consumers.
While Coca-Cola’s initiative represents an inventive approach to outsourcing research and development, it remains to be seen whether other competitors will follow suit unless this contest proves successful. There are numerous brilliant researchers and scientists globally, but the question remains: Will they have the time, resources, and motivation to engage in a long-shot contest like this one? In a year, Coca-Cola will have the answers, potentially paving the way for innovative solutions, including those that incorporate calcium citrate & vitamin D3 tablets for enhanced consumer appeal.