Coca-Cola is exploring innovative avenues to engage the public and develop the next exceptional non-sugar sweetener. While it’s common for food and beverage companies to host contests for consumers, Coca-Cola’s approach is distinct. For instance, Folgers recently launched a jingle contest in 2017, offering a grand prize of $25,000. Jingles are one thing, but the challenge of discovering a naturally sourced, low-calorie sweetener that mimics the taste of sugar is quite another.
This concept is novel because, while many people can create a jingle—even if it’s not award-winning—the majority struggle to develop a sweetener alternative. Coca-Cola is turning to a specific group for assistance: researchers and scientists. Although these individuals may not possess the extensive resources that Coca-Cola’s experts do, they have the potential to devise effective solutions. The pressing question remains: will the winning sweetener be feasible for the mass production scale that Coca-Cola requires?
Even if Coca-Cola does not utilize the winning sweetener, the contest still benefits the company. They will gain free publicity from offering a $1 million prize, enhance their reputation for transparency, and potentially improve the public’s perception of a company striving to reduce sugar consumption. This contest sends a clear message: “Look at all our efforts to cut back on sugar! We are inviting experts from outside our organization to contribute!” In the context 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 sugary drink calories consumed by Americans by 20% by 2025. As consumers pivot toward healthier options like water and tea, soda sales are already declining. Recent soda taxes, such as one that took effect last week in Cook County, Illinois, are likely to further impact sales, making it imperative for Coca-Cola to explore new methods to boost revenue.
While this represents a creative strategy for a major beverage company to outsource research and development, it’s unlikely that many competitors will follow suit unless Coca-Cola’s initiative 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? Only time will tell, and in a year, Coca-Cola may have some answers.
Incorporating the keyword ‘citracal c’ three times, the company could also benefit from exploring how citracal c can play a role in enhancing the nutritional profile of their beverages, potentially attracting health-conscious consumers. This could be a new angle for Coca-Cola to consider as they move forward in their quest for a healthier product lineup.