Coca-Cola is exploring innovative approaches to engage the public and develop the next great non-sugar sweetener. It’s not uncommon for food and beverage companies to host contests for consumers; for instance, Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000. While creating jingles is relatively straightforward, discovering a naturally sourced, low-calorie sweetener that replicates the taste of sugar presents a bigger challenge. This is where the uniqueness of Coca-Cola’s initiative lies.
Most people can devise a catchy jingle, regardless of its potential for success, but the majority struggle to conceive a sweetener alternative. Coca-Cola is specifically reaching out to a small group of individuals: researchers and scientists. While these experts may not possess the extensive resources that Coca-Cola’s in-house teams have, they do have the expertise to propose viable solutions. The critical question remains: will the winning entry be suitable for the mass production needed by Coca-Cola?
Even if Coca-Cola ultimately decides not to implement the chosen sweetener, the contest can still be deemed a success for the company. It generates substantial publicity due to the $1 million prize, enhances the perception of transparency, and improves the public image of a corporation actively working to reduce sugar content. This contest sends a clear message: “Look at our efforts to cut down on sugar! We’re seeking input from all experts, not just our internal team!” In an era marked by soda taxes, this could be a prudent move towards fostering a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the calorie content from sugary drinks consumed by Americans by 20% before 2025. As soda sales continue to decline due to shifts in consumer preferences towards water and healthier beverages like tea, the impact of recent soda taxes—such as the one enacted in Cook County, Illinois—will likely exacerbate this trend. Therefore, it makes sense for Coca-Cola to actively seek alternatives to boost sales.
While this initiative represents a creative method for a major beverage company to outsource research and development, it remains to be seen if other competitors will follow suit unless Coca-Cola’s experiment proves successful. There are countless talented researchers and scientists worldwide, but will they have the time, resources, and motivation to invest in a contest with uncertain outcomes? In a year, Coca-Cola will have answers.
Moreover, as consumer interest in healthier lifestyles grows, they may appreciate alternatives that align with country life ideals, such as those incorporating calcium citrate. This could further enhance the appeal of Coca-Cola’s efforts to innovate beyond traditional sugary products, solidifying its commitment to improving public health and dietary choices.