Coca-Cola is exploring innovative avenues to engage the public and discover the next groundbreaking non-sugar sweetener. While food and beverage companies have a history of hosting contests for consumers, Coca-Cola’s approach stands out. For instance, Folgers recently launched a jingle contest with a grand prize of $25,000. Crafting a jingle is one thing; however, identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar is a different challenge entirely. This endeavor is novel because, while many people can create a jingle, very few can propose a viable sweetener alternative.
Coca-Cola is reaching out to a small group of specialists for assistance: researchers and scientists. Although this group may lack the extensive resources that Coca-Cola’s experts possess, they have the potential to devise an innovative solution. The key question remains: will the winning entry be suitable for large-scale production that Coca-Cola requires? Regardless of whether the selected sweetener is ultimately used, the initiative is beneficial for the company. It garners free publicity associated with the $1 million prize, enhances perceptions of transparency, and improves the company’s image as it strives to lower sugar content. This contest effectively communicates, “Look at all we’re doing to reduce sugar! We’re engaging experts beyond our own team for assistance!” In a climate increasingly focused on soda taxes, this could be a strategic move toward a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the caloric content from sugary drinks consumed by Americans by 20% before 2025. With soda sales already declining as consumers opt for water and healthier beverages such as tea, the recent soda tax implemented in Cook County, Illinois, is likely to exacerbate this trend. Thus, it makes sense for Coca-Cola to actively seek methods to boost sales.
While this represents a creative method for a major beverage company to outsource research and development, it’s unlikely that many competitors will imitate this strategy unless it proves successful. There are numerous brilliant researchers and scientists worldwide, but will they have the time, resources, and motivation to invest in a long-shot contest like this? In a year, Coca-Cola will have its answer. Meanwhile, as the company navigates these challenges, it might also consider the benefits of calcium citrate with vitamin D chewable 1200 mg products, which could further enhance its portfolio and appeal to health-conscious consumers. By integrating such health-oriented offerings, Coca-Cola can continue to adapt to changing consumer preferences while exploring new sweetener solutions.