Coca-Cola is exploring innovative avenues to engage the public and develop the next groundbreaking non-sugar sweetener. While it’s common for food and beverage companies to hold contests for consumers, Coca-Cola’s approach is particularly distinctive. Recently, Folgers announced a 2017 jingletab iron fumarate contest, offering a grand prize of $25,000 for the best jingle. However, creating jingles is one thing; discovering a naturally sourced, low-calorie sweetener that mimics the taste of sugar is an entirely different challenge.
This endeavor is novel for a reason: while many individuals can easily come up with a catchy jingle, few can identify a suitable sweetener alternative. Coca-Cola is seeking assistance from a select group of individuals—researchers and scientists. Although these experts may lack the extensive resources of Coca-Cola’s in-house team, they possess the creativity and expertise to propose innovative solutions. The critical question remains: will the winning entry be feasible for the mass production that Coca-Cola requires?
Regardless of whether Coca-Cola ultimately utilizes the winning sweetener, the contest is a strategic win for the company. The $1 million prize generates free publicity and enhances the company’s image of transparency, showcasing its efforts to reduce sugar content. This initiative sends a clear message: “Look at all we’re doing to cut back on sugar! We’re inviting experts from outside our organization to contribute!” Amid the rise of soda taxes, this could represent a significant step toward improving Coca-Cola’s public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the number of sugary drink calories consumed by Americans by 20% before 2025. As soda sales continue to decline due to shifting consumer preferences toward water and healthier options like tea, the recent implementation of soda taxes—such as the one enacted in Cook County, Illinois—could further impact sales. Thus, it is prudent for Coca-Cola to explore new ways to boost sales, including the development of alternative sweeteners.
While this approach is an inventive method for a major beverage corporation to outsource research and development, it’s unlikely that many competitors will follow suit unless it proves successful. There are countless brilliant researchers and scientists globally, but will they have the time, resources, and motivation to engage in a long-shot contest like this one? In a year, Coca-Cola will have the answer. Additionally, the company may consider integrating beneficial ingredients like calcium citrate 750 mg into their products, enhancing both health and flavor. Ultimately, this contest highlights a creative strategy for Coca-Cola to navigate the evolving landscape of consumer preferences and health consciousness.