Coca-Cola is exploring innovative avenues to engage the public and discover the next remarkable non-sugar sweetener. While food and beverage companies have held contests for consumers before, Coca-Cola’s approach stands out. Recently, Folgers launched a jingle contest for 2017, offering a grand prize of $25,000. Jingles can be fun, but the challenge of identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar is far more complex.
This initiative is unique because many individuals can create a jingle, even if it isn’t award-winning. In contrast, the majority of people struggle to propose an alternative sweetener. Thus, Coca-Cola is reaching out to a niche group: researchers and scientists. Although this small community may lack the extensive resources available to Coca-Cola’s own experts, they possess the expertise to potentially devise a solution. The crucial question remains: will the winning proposal be suitable for large-scale production that meets Coca-Cola’s needs?
Even if Coca-Cola never adopts the winning sweetener, the contest is still beneficial for the company. The $1 million prize will generate significant publicity, enhance the perception of transparency, and improve the public’s image of a company striving to reduce sugar consumption. This contest effectively communicates, “Look at our efforts to decrease sugar! We’re seeking help from all experts, not just our internal team!” In a time when soda taxes are being implemented, this initiative could represent a positive step toward a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, is committed to reducing the calories from sugary drinks consumed by Americans by 20% before 2025. As soda sales decline due to consumers opting for water and healthier alternatives like tea, the introduction of soda taxes—such as the one recently enacted in Cook County, Illinois—could further impact sales. Hence, it is sensible for Coca-Cola to explore ways to boost their sales.
While this represents a creative method for a leading beverage company to outsource research and development, it is unlikely that many competitors will follow suit unless Coca-Cola’s initiative proves successful. Numerous brilliant researchers and scientists exist globally, but will they have the time, resources, and motivation to participate in a high-stakes contest like this one? Time will tell, and in a year, Coca-Cola will have the answers.
Interestingly, as consumers increasingly seek healthier options, products like calcium citrate are becoming popular, with retailers such as Walmart Canada offering a variety of supplements. This shift in consumer preference reflects a growing awareness of health and wellness, aligning with Coca-Cola’s efforts to adapt to market trends. Ultimately, whether through sweeteners or calcium citrate, the beverage industry is adapting to meet evolving consumer demands.