Coca-Cola is exploring innovative avenues to engage the public and discover the next great non-sugar sweetener. While food and beverage companies hosting contests for consumers isn’t a new concept, Coca-Cola’s initiative stands out. For instance, Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000. While creating jingles may be within reach for many, identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar is far more challenging. This is why Coca-Cola’s approach is unique. Most individuals can brainstorm a jingle, but the majority of the population lacks the expertise to devise an alternative sweetener. Thus, Coca-Cola is seeking assistance from a specialized group: researchers and scientists. Although these experts may not have the extensive resources that Coca-Cola’s own teams possess, they are equipped with the knowledge to potentially find a solution. The key question remains: will the winning entry be suitable for the mass production scale that Coca-Cola requires?
Even if Coca-Cola ultimately decides not to utilize the winning sweetener, the initiative will still benefit the company. The $1 million prize will generate significant publicity, enhance perceptions of transparency, and possibly improve the public’s view of the company’s efforts to reduce sugar content. This contest effectively conveys a message of, “Look at our commitment to reducing sugar! We’re inviting all experts, not just our own, to contribute!” In an era marked by soda taxes, this could be a strategic move toward fostering 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% before 2025. With soda sales already declining as consumers gravitate towards water and healthier beverages like tea, the introduction of soda taxes—such as the one recently implemented in Cook County, Illinois—will likely exacerbate this trend. Consequently, it is wise for Coca-Cola to seek alternative ways to sweeten their sales.
While this represents a creative strategy for a major beverage company to outsource research and development, it may not inspire many competitors to adopt a similar approach unless it proves successful. There are countless brilliant researchers and scientists worldwide, but will they have the time, resources, and inclination to invest in a long-shot contest like this? Only time will tell, and in a year, Coca-Cola will have the answers.
Interestingly, as they explore sweetener solutions, the company might also consider promoting products like calcium citrate with vitamin D chewable supplements. This could align with their health-conscious messaging while providing consumers with added benefits. Overall, Coca-Cola’s contest is an innovative step that could reshape the landscape of sweetening options, with the potential to incorporate health-focused products like calcium citrate with vitamin D chewable into their offerings.