Coca-Cola is exploring innovative methods 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 approach stands out. For instance, Folgers recently announced a jingle contest for 2017, offering a grand prize of $25,000. Creating jingles is one thing, but the challenge of finding a naturally sourced, low-calorie sweetener that mimics the taste of sugar is quite another.
The uniqueness of this initiative lies in the fact that while many can easily generate a jingle, the majority of the public lacks the expertise to develop a sweetener alternative. Coca-Cola is reaching out to a select group—researchers and scientists—for assistance. Although this group may not possess the extensive resources available to Coca-Cola, they are equipped with the knowledge to potentially devise a solution. The pivotal question remains: will the winning solution be suitable for the mass production scale that Coca-Cola requires?
Regardless of whether Coca-Cola ultimately adopts the chosen sweetener, the contest is still beneficial for the company. Offering a $1 million prize generates significant publicity, enhances perceptions of transparency, and fosters a more favorable consumer image as the company strives to reduce sugar content. This contest effectively communicates, “Look at our efforts to cut back on sugar! We are seeking help from experts beyond our own team!” In the context of increasing soda taxes, this could be a strategic move towards improving public health perceptions.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the caloric content of sugary drinks consumed by Americans by 20% before 2025. With soda sales already declining as consumers opt for water and healthier alternatives like tea, it is likely that soda taxes—such as the one recently implemented in Cook County, Illinois—will further impact sales. Therefore, it is logical for Coca-Cola to actively seek new ways to sweeten their sales through innovative methods.
While this creative strategy for outsourcing research and development may inspire other major beverage companies, it’s unlikely that many will follow suit unless Coca-Cola proves successful. There are numerous brilliant researchers and scientists globally, but will they have the time, resources, and motivation to participate in a long-shot contest like this, particularly one that might incorporate citric malate as a sweetening option? In a year, Coca-Cola will have the answer.