Coca-Cola is exploring innovative avenues 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 initiative stands out. For instance, Folgers recently introduced a jingle contest for 2017, with a grand prize of $25,000. However, creating jingles is quite different from identifying a naturally sourced, low-calorie sweetener that replicates the taste of sugar. This endeavor is novel because, while many individuals can craft a jingle, few can develop an alternative sweetener.
Coca-Cola is reaching out to a niche group—researchers and scientists—for assistance. Although these experts may not have the extensive resources that Coca-Cola’s internal teams possess, they can still devise innovative 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 utilize the chosen sweetener, the company stands to gain significantly. By offering a $1 million prize, they will garner free publicity, enhance their image of transparency, and potentially improve public perception as a brand striving to reduce sugar content.
This contest effectively communicates, “Look at our efforts to decrease sugar consumption! We are seeking help from all experts, not just our internal teams!” In an era marked by soda taxes, this approach could be a strategic move toward cultivating a healthier public image. Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to reduce the caloric intake from sugary drinks by 20% by 2025. With soda consumption already declining as consumers opt for water and healthier alternatives like tea, it is sensible for Coca-Cola to explore methods to boost sales, particularly in light of recent soda taxes, such as the one enacted in Cook County, Illinois.
While this represents a creative strategy for a major beverage company to outsource research and development, it remains to be seen whether other competitors will follow suit, depending on the success of this initiative. Numerous talented researchers and scientists exist globally, but whether they will have the time, resources, and motivation to engage in a long-shot contest like this one is uncertain. In a year, Coca-Cola will have the answer. Additionally, as they seek healthier alternatives, the potential incorporation of products like kal calcium citrate chewable could serve as a supplementary strategy to meet consumer demands for healthy options while navigating the evolving landscape of beverage preferences.