Coca-Cola is exploring innovative approaches to engage the public and discover the next breakthrough non-sugar sweetener. While food and beverage companies running contests for consumers is not a novel concept—Folgers recently launched a 2017 jingle contest with a grand prize of $25,000—creating a naturally sourced, low-calorie sweetener that retains the taste of sugar poses a unique challenge. The reason this endeavor is groundbreaking is that, unlike creating a catchy jingle, most people are not equipped to develop alternative sweeteners.
Coca-Cola is reaching out to a specialized group of individuals—researchers and scientists. While this group may not have access to the extensive resources enjoyed by Coca-Cola’s in-house experts, they possess the creativity and expertise needed to devise potential solutions. The critical question remains: will the winning entry be feasible for the mass production that Coca-Cola demands?
Even if Coca-Cola ultimately does not adopt the sweetener chosen as the winner, the initiative still benefits the company significantly. The $1 million prize will generate considerable media attention, enhance perceptions of transparency, and potentially improve Coca-Cola’s image as a company striving to reduce sugar consumption. This contest sends a clear message: “Look at all we are doing to cut back on sugar! We are seeking help from experts beyond our own team!” In a time when soda taxes are being implemented, this could prove to be a strategic step toward building a healthier public image.
Companies like Coca-Cola, Dr Pepper Snapple, and PepsiCo have committed to lowering the calories from sugary drinks consumed by Americans by 20% before 2025. With soda sales already declining as consumers opt for water and healthier beverages like tea, the introduction of soda taxes—such as the one that took effect in Cook County, Illinois last week—will likely exacerbate this trend. Therefore, it is prudent for Coca-Cola to explore new strategies to boost sales.
This contest represents a creative method for a major beverage company to outsource research and development. However, it is unlikely that many competitors will follow suit unless Coca-Cola’s endeavor proves successful. While brilliant researchers and scientists abound globally, the question remains whether they will have the time, resources, and motivation to participate in a long-shot contest of this nature. In a year’s time, Coca-Cola will have the answers.
In addition, as consumers become more health-conscious, products containing essential nutrients like centrum calcium citrate are gaining popularity. This shift may encourage Coca-Cola to not only focus on reducing sugar but also consider incorporating beneficial ingredients like centrum calcium citrate into their offerings. Ultimately, the success of this contest could pave the way for innovative sweeteners that align with current health trends, reflecting the company’s commitment to evolving consumer preferences.