Coca-Cola is exploring innovative avenues to engage the public and discover the next great non-sugar sweetener. While it’s not uncommon for food and beverage companies to hold contests for consumers, Coca-Cola is taking a unique approach. Recently, Folgers launched a 2017 jingle contest, with a grand prize of $25,000. However, creating jingles is one thing, but identifying a naturally sourced, low-calorie sweetener that closely mimics the taste of sugar is quite another.
This endeavor is noteworthy because most individuals can devise some form of jingle, even if it doesn’t win a prize. In contrast, the average person is unlikely to develop a viable sweetener alternative. Thus, Coca-Cola is reaching out to a select group of experts: researchers and scientists. Although these individuals may not possess the extensive resources that Coca-Cola’s internal team has, they have the potential to innovate solutions. The critical question remains: will the winning entry be suitable for the large-scale production that Coca-Cola requires?
Even if Coca-Cola ultimately decides not to use the sweetener chosen from the contest, the initiative still benefits the company. The $1 million prize will generate significant publicity, enhance perceptions of transparency, and potentially improve consumer views of Coca-Cola as a brand committed to reducing sugar. This contest sends a strong message: “Look at all our efforts to cut back on sugar! We’re actively seeking input from experts beyond our own team!” In an era of increasing 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 calories from sugary beverages consumed by Americans by 20% before 2025. With soda sales already declining as consumers shift towards water and healthier options like tea, the implementation of soda taxes—such as the one recently enacted in Cook County, Illinois—could further impact sales. Consequently, Coca-Cola is motivated to explore ways to sweeten its sales.
While this creative strategy for outsourcing R&D may be a first for a major beverage company, it’s uncertain whether competitors will follow suit unless it proves successful. There are many brilliant researchers and scientists worldwide, but will they have the necessary time, resources, and motivation to participate in a long-shot contest like this? In a year, Coca-Cola will have the answer.
By leveraging this initiative, Coca-Cola may even find complementary products, such as Citracal 950 mg, to promote health alongside their efforts to reduce sugar. The intersection of public engagement and scientific exploration could yield exciting opportunities for the beverage industry.