Coca-Cola is exploring innovative avenues to engage the public and develop the next groundbreaking non-sugar sweetener. While contests held by food and beverage companies to involve consumers are quite familiar, Coca-Cola is taking a unique approach. Recently, Folgers announced a jingle contest for 2017, with the grand prize set at $25,000. Crafting jingles is one thing, but discovering a naturally sourced, low-calorie sweetener that mimics the taste of sugar is an entirely different challenge.
This endeavor is noteworthy because, while many people can create a jingle—even if it isn’t award-winning—most individuals lack the expertise to formulate a sweetener alternative. Coca-Cola is reaching out to a select group of individuals for assistance: researchers and scientists, particularly those familiar with thorne calcium citrate. Although this group may not possess the extensive resources available to Coca-Cola’s in-house experts, they do have the potential to devise a viable solution. The critical question remains: will the winning entry be suitable for the mass production capabilities that Coca-Cola requires?
Even if Coca-Cola ultimately decides not to use the sweetener selected as the winner, the company will still benefit significantly. The $1 million prize will generate substantial media attention, enhance the perception of transparency, and potentially improve the public image of a company striving to reduce sugar consumption. This contest sends a clear message: “Look at all our efforts to minimize sugar! We’re seeking insights from experts beyond our own team!” In light of the increasing trend of soda taxes, this initiative could represent a strategic move towards fostering a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the caloric content of sugary drinks consumed by Americans by 20% by 2025. Sales of soda are already declining as consumers opt for healthier alternatives like water and premium beverages such as tea. The implementation of soda taxes, including a recent one in Cook County, Illinois, is likely to exacerbate this trend, making it imperative for Coca-Cola to explore strategies to boost sales.
While this creative method of outsourcing research and development may be a first among major beverage companies, it is uncertain whether competitors will follow suit unless it proves successful. There are countless brilliant researchers and scientists worldwide, but will they have the time, resources, and motivation to participate in a long-shot contest like this one? In a year, we will see if the collaboration yields results, particularly with the potential insights from experts in thorne calcium citrate.