Coca-Cola is exploring innovative methods to engage the public and discover the next groundbreaking non-sugar sweetener. While food and beverage companies have long held contests for consumers, Coca-Cola’s approach stands out. For instance, Folgers recently announced its jingle contest for 2017, with a grand prize of $25,000. Jingles may be relatively easy to create, but identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar is a far more complex challenge.
This endeavor is unique for a reason: while many can craft a jingle, few can devise an effective sweetener alternative. To tackle this challenge, Coca-Cola is reaching out to a select group of individuals: researchers and scientists. Although this group may not possess the extensive resources that Coca-Cola’s own experts do, they have the potential to uncover viable solutions. The key question remains: will the winning sweetener be suitable for the mass production levels that Coca-Cola requires?
Even if Coca-Cola ultimately chooses not to implement the winning sweetener, the contest will still benefit the company. They will gain free publicity through the $1 million prize, enhance their image of transparency, and foster a more positive perception among consumers concerned about sugar reduction. This initiative loudly proclaims, “Look at all our efforts to reduce sugar! We’re soliciting input from experts beyond our own team!” In an era marked by soda taxes, this could be a strategic move towards cultivating a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to cut the calorie count 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 recent introduction of soda taxes—such as the one implemented in Cook County, Illinois—may further impact sales. Thus, it’s prudent for Coca-Cola to explore new avenues to sweeten their sales.
While this creative strategy for outsourcing research and development may be groundbreaking for Coca-Cola, other competitors are unlikely to follow suit unless it proves successful. Countless brilliant researchers and scientists exist globally, but will they have the time, resources, and motivation to engage in a long-shot contest like this? Only time will tell, but in a year, Coca-Cola will have answers, possibly including the discovery of new sweeteners like calcium citrate petites that could revolutionize their product offerings.