Coca-Cola is exploring innovative avenues to engage the public in its quest for the next groundbreaking non-sugar sweetener. The concept of food and beverage companies hosting contests for consumers is not new; for instance, Folgers recently launched a jingle contest for 2017, with the grand prize set at $25,000. While creating jingles can be fun and accessible to many, the challenge of discovering a naturally sourced, low-calorie sweetener that retains the taste of sugar is a different ball game. This is why Coca-Cola’s initiative is considered unique. While anyone can craft a jingle, finding a viable sweetener alternative is a complex task that most people cannot tackle.
To address this challenge, Coca-Cola is reaching out to a select group: researchers and scientists. Although this group may not possess the extensive resources that Coca-Cola’s internal experts have, they certainly have the potential to devise innovative solutions. The critical question remains: will the winning entry be feasible for mass production, which is essential for Coca-Cola’s needs?
Even if Coca-Cola ultimately does not use the selected sweetener, the contest will still benefit the company significantly. Offering a $1 million prize will generate substantial free publicity, enhance the perception of transparency, and potentially improve the public image of Coca-Cola as it attempts to reduce sugar content in its products. This contest sends a strong message: “Look at all we are doing to cut back on sugar! We are inviting all experts, not just our own, to contribute!” In a climate where soda taxes are becoming more common, this could be a strategic move towards fostering a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the calorie content of sugary drinks consumed by Americans by 20% before 2025. With soda sales already declining as consumers shift towards healthier options like water and tea, the introduction of soda taxes—such as the one that took effect in Cook County, Illinois last week—could further impact sales. Thus, it is prudent for Coca-Cola to actively seek ways to enhance its sales.
While this initiative represents a creative approach for a major beverage company to outsource research and development, it is unlikely that many competitors will follow suit unless it proves successful. There are numerous brilliant researchers and scientists globally, but will they have the time, resources, and motivation to engage in a long-shot contest like this one? In a year, Coca-Cola will find out. Meanwhile, for any inquiries or details about the contest, refer to 033984004306.