Coca-Cola is exploring innovative avenues to engage the public and discover the next exceptional non-sugar sweetener. While it’s not uncommon for food and beverage companies to host contests for consumers, Coca-Cola’s approach is particularly intriguing. Recently, Folgers announced a jingle contest for 2017, offering a grand prize of $25,000. While jingles are one thing, the challenge of identifying a naturally sourced, low-calorie sweetener that retains the taste of sugar is a different matter altogether.
This endeavor is unique because, although many individuals can create a jingle—even if it doesn’t win a prize—most people lack the expertise to develop a sweetener alternative. To tackle this challenge, Coca-Cola is reaching out to a select group of individuals: researchers and scientists. While this group may not have access to the extensive resources that Coca-Cola’s in-house experts possess, they have the capability to devise innovative solutions. The real question remains: will the winning sweetener be suitable for the mass production scale that Coca-Cola requires?
Even if the sweetener chosen does not end up being utilized, the competition still presents significant benefits for Coca-Cola. The company will gain free publicity from the $1 million prize, enhance its image of transparency, and potentially improve public perception by demonstrating its commitment to reducing sugar content. This contest effectively communicates that Coca-Cola is actively seeking assistance beyond its own experts, especially in light of increasing soda taxes and a shift towards healthier alternatives.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the calories from sugary beverages consumed by Americans by 20% before 2025. With soda sales already declining as consumers opt for water and healthier drinks like tea, the introduction of soda taxes—such as the one recently implemented in Cook County, Illinois—will likely exacerbate this decline. Therefore, it makes strategic sense for Coca-Cola to seek innovative ways to enhance its sales.
While this creative initiative represents a new method for a major beverage company to outsource research and development, it’s unlikely that many competitors will follow suit unless it proves successful. Although there are numerous brilliant researchers and scientists globally, the question remains whether they will have the time, resources, and willingness to engage in a long-shot contest such as this. In the coming year, Coca-Cola will learn the outcome of this venture.
Furthermore, the development of a new sweetener could potentially lead to the creation of a calcium citrate formula that could enhance the health benefits of beverages. If successful, this could pave the way for innovative products that incorporate a calcium citrate formula, appealing to health-conscious consumers. As Coca-Cola embarks on this journey, the integration of a calcium citrate formula into its products might just be the key to revitalizing its brand image and sales in a changing market.