Coca-Cola is exploring innovative methods to engage the public and discover the next great non-sugar sweetener. While food and beverage companies have held contests for consumers for years, Coca-Cola’s approach is particularly unique. Recently, Folgers announced a jingle contest for 2017, offering a grand prize of $25,000. While creating a catchy jingle is one challenge, finding a naturally sourced, low-calorie sweetener that mimics the taste of sugar is a far more complex endeavor.
There’s a valid reason this initiative stands out. Many people can generate a jingle, even if they don’t win. However, most individuals struggle to produce a suitable alternative sweetener. Thus, Coca-Cola is reaching out to a limited audience for assistance: researchers and scientists. Although this group may lack the extensive resources available to Coca-Cola’s in-house experts, they possess the capability to formulate a viable solution. The ultimate question remains: Will the winning entry be suitable for the mass production scale that Coca-Cola needs?
Even if Coca-Cola never utilizes the sweetener chosen as the winner, the company still benefits significantly. The publicity that accompanies a $1 million prize is a valuable asset, enhancing their image of transparency and possibly improving public perception as they strive to reduce sugar content. This contest effectively communicates, “Look at all our efforts to reduce sugar! We’re seeking help from experts beyond our own team!” In a climate where soda taxes are becoming more prevalent, this could be a strategic move toward a healthier image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to cutting the number of sugary drink calories consumed by Americans by 20% by 2025. As soda sales decline due to consumers opting for water and healthier beverages like tea, the implementation of soda taxes—such as the one that recently took effect in Cook County, Illinois—will further impact sales. Therefore, it is logical for Coca-Cola to seek new ways to enhance its sales through innovative sweetening solutions.
While this represents a creative approach for a major beverage company to outsource research and development, it is unlikely that many competitors will replicate this model unless it proves successful. There are numerous brilliant researchers and scientists worldwide, but will they have the time, resources, and motivation to invest in a long-shot contest like this? In a year, Coca-Cola will discover the outcome.
In the context of health, many are turning to alternatives like nature’s blend calcium citrate with vitamin D, emphasizing the importance of healthier choices. As natural products gain popularity, Coca-Cola’s initiative may inspire a shift towards finding sweeteners that align with the growing trend of consuming better-for-you ingredients, just like nature’s blend calcium citrate with vitamin D. Ultimately, Coca-Cola’s contest might pave the way for a new generation of sweeteners that resonate with consumers’ desires for health-conscious options, including solutions akin to nature’s blend calcium citrate with vitamin D.