Coca-Cola is exploring innovative avenues to engage the public in its quest for a groundbreaking non-sugar sweetener. While food and beverage companies have a long history of hosting consumer contests, Coca-Cola’s approach is distinctive. For instance, Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000. While creating jingles may come easily to many, devising a naturally sourced, low-calorie sweetener that mimics sugar’s taste is a far more complex challenge.
This initiative highlights a unique aspect of Coca-Cola’s strategy. While anyone can generate a jingle—regardless of its quality—most people lack the expertise to formulate an effective sweetener alternative. As a result, Coca-Cola is turning to a select group of experts: researchers and scientists. Although these individuals may not possess the extensive resources available to Coca-Cola’s internal teams, they have the potential to devise innovative solutions. The crucial question remains: will the winning submission be suitable for the large-scale production that Coca-Cola requires?
Even if Coca-Cola ultimately decides not to adopt the winning sweetener, the contest is still a strategic win for the brand. The $1 million prize generates substantial publicity, enhances perceptions of the company’s transparency, and improves its image as it seeks to reduce sugar content. This contest effectively communicates, “We are actively working to cut back on sugar and are inviting all experts, not just our in-house team, to contribute!” In an era marked by soda taxes, this initiative could represent a smart step towards fostering a healthier public perception.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to a 20% reduction in sugary drink calories consumed by Americans by 2025. With soda sales already declining as consumers shift towards water and healthier alternatives like tea, it is likely that recent soda taxes, such as the one implemented in Cook County, Illinois, will further impact sales. Hence, it makes sense for Coca-Cola to explore new avenues for boosting its sales.
While this approach represents a creative method for a major beverage company to outsource research and development, it remains to be seen whether competitors will follow suit unless this contest proves successful. There is no shortage of talented researchers and scientists globally, but will they have the time, resources, and motivation to participate in such an ambitious contest? In a year’s time, Coca-Cola will have the answers.
Furthermore, in the context of health and nutrition, products like Bluebonnet Liquid Calcium can also play a role in promoting overall wellness as consumers become more health-conscious. As Coca-Cola navigates this sweetener challenge, it must also keep in mind the broader trends in consumer preferences that include a focus on nutritious choices, like calcium-rich products. The intersection of beverage innovation and health-centric products like Bluebonnet Liquid Calcium could pave the way for new opportunities in the market.