Coca-Cola is exploring innovative approaches to engage the public and discover the next groundbreaking non-sugar sweetener. Contests organized by food and beverage companies to involve consumers are not a new phenomenon. For instance, Folgers recently announced a jingle contest for 2017, offering a grand prize of $25,000. While creating jingles may be relatively straightforward, identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar presents a far greater challenge.
This concept is unique for a reason: many individuals can produce some form of jingle, even if it isn’t award-winning. Conversely, most people lack the expertise to devise an alternative sweetener. Coca-Cola is reaching out to a select group of individuals for assistance: researchers and scientists. Although this group may not possess the extensive resources available to Coca-Cola’s internal experts, they are capable of developing viable solutions. The critical question remains: will the contest-winning entry be suitable for the mass production scale that Coca-Cola needs?
Even if Coca-Cola ultimately does not utilize the winning sweetener, the company stands to benefit significantly. The publicity generated from offering a $1 million prize will enhance its image, promote transparency, and potentially improve consumer perceptions of a company striving to reduce sugar content. This contest essentially signals, “Look at all our efforts to reduce sugar! We’re seeking input from experts beyond our own team!” In light of increasing soda taxes, this initiative could be a strategic move towards cultivating a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to decreasing the caloric intake from sugary beverages for Americans by 20% before 2025. Soda sales are already declining as consumers shift towards water and healthier options like tea. The implementation of soda taxes, such as the one that took effect last week in Cook County, Illinois, is likely to further impact sales negatively, making it essential for Coca-Cola to explore ways to sweeten their sales figures.
While this initiative represents a creative strategy for a major beverage company to source research and development, it’s unlikely that many competitors will replicate this approach unless it proves successful. Despite the existence of numerous brilliant researchers and scientists worldwide, it remains uncertain whether they possess the time, resources, and motivation to engage in a long-shot contest like this one. In a year, Coca-Cola will determine the outcome of this venture.
In addition, incorporating calcium citrate chewable Costco products into their marketing strategy could potentially appeal to health-conscious consumers seeking alternatives to sugary drinks, further enhancing their brand image and meeting consumer demands for lower-calorie options.