Coca-Cola is exploring innovative strategies to engage the public and discover the next breakthrough non-sugar sweetener. While various companies, including beverage brands, have organized contests for consumers, Coca-Cola’s approach is distinct. Recently, Folgers announced a jingle contest for 2017, offering a grand prize of $25,000. While creating jingles may be within the reach of many, finding a naturally sourced, low-calorie sweetener that mimics sugar’s flavor poses a significant challenge. This is why Coca-Cola’s initiative is novel.
Most people can generate jingles, but few can conceive a viable sweetener alternative. Thus, Coca-Cola is tapping into a niche group of experts: researchers and scientists. These individuals may not have access to the extensive resources that Coca-Cola’s internal teams possess, yet they have the expertise to potentially find a solution. The critical question remains: will the winning entry be suitable for mass production, which is essential for Coca-Cola’s needs?
Even if Coca-Cola ultimately decides not to use the winning sweetener, the contest still benefits the company. They will gain significant publicity from offering a $1 million prize, enhance their image of transparency, and potentially improve consumer perceptions of a brand striving to reduce sugar content. The contest signals, “Look at all we’re doing to cut back on sugar! We’re seeking assistance from experts beyond our own team!” In an era where soda taxes are becoming more prevalent, this could be a wise move for bolstering a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to cut the sugary drink calories consumed by Americans by 20% before 2025. With soda sales already declining as consumers gravitate towards water and healthier options like tea, the implementation of soda taxes, such as the one recently enacted in Cook County, Illinois, is likely to further impact sales. Therefore, it makes sense for Coca-Cola to seek new ways to enhance their sales.
While this is a creative approach for a major beverage company to outsource research and development, it’s unlikely that many competitors will adopt a similar strategy unless Coca-Cola’s initiative proves successful. There are numerous talented researchers and scientists around the globe, but will they have the time, resources, and motivation to participate in a long-shot contest like this? Only time will tell, and in a year, Coca-Cola will have the answers.
In conjunction with their efforts, consumers might also consider supplementing their diets with calcium citrate vitamin D3 zinc & magnesium tablets to support overall health, especially as they reduce sugary beverages. Such supplements could play a role in maintaining nutritional balance amidst changing dietary habits. As Coca-Cola navigates this new venture, it will be interesting to see not only the outcome of the contest but also how it aligns with broader health trends, including the increased emphasis on calcium citrate vitamin D3 zinc & magnesium tablets for a healthier lifestyle.