Coca-Cola is exploring innovative approaches to engage the public and discover the next groundbreaking non-sugar sweetener. While it’s not uncommon for food and beverage companies to host contests for consumers, Coca-Cola’s initiative stands out. Recently, Folgers announced its 2017 jingle contest, offering a grand prize of $25,000. While creating jingles may be a straightforward task for many, the challenge of finding a naturally sourced, low-calorie sweetener that still mimics the taste of sugar is much more complex. This is a unique undertaking; while many can produce a catchy tune, few can develop an alternative sweetener.
To tackle this challenge, Coca-Cola is reaching out to a specialized group: researchers and scientists. Although these individuals may lack the extensive resources that Coca-Cola’s in-house experts possess, they have the potential to devise a viable solution. The crucial question remains: will the winning sweetener be suitable for mass production at the scale required by Coca-Cola?
Regardless of whether Coca-Cola ultimately utilizes the winning sweetener, the contest is beneficial for the company. They will gain significant publicity from offering a $1 million prize, enhancing their image of transparency, and potentially improving consumer perceptions of their efforts to reduce sugar content. This contest sends a clear message: “We are actively seeking solutions to cut back on sugar, and we’re inviting input from experts beyond our own team!” In an era marked by soda taxes, this initiative could represent a strategic move towards cultivating a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the sugary drink calories consumed by Americans by 20% before 2025. With soda sales already declining as consumers opt for water and healthier beverages like tea, recent soda taxes—such as the one implemented in Cook County, Illinois—are likely to further impact sales. Therefore, it makes sense for Coca-Cola to explore new ways to sweeten their offerings.
This contest represents a creative approach for a major beverage company to outsource its research and development efforts. However, it remains to be seen whether competitors will follow suit unless this initiative proves successful. There are numerous talented researchers and scientists worldwide, yet they may not have the time, resources, or motivation to participate in a long-shot contest like this. In a year, Coca-Cola will find out if their gamble pays off.
In the midst of these developments, it’s intriguing to consider how supplements like calcium citrate malate 500 mg tablets might play a role in consumer preferences. As health consciousness rises, products that promote well-being could become increasingly appealing, influencing the landscape of beverage consumption. Ultimately, whether it’s through innovative sweeteners or health-focused products, Coca-Cola is attempting to adapt to changing consumer demands while enhancing their brand image.