Coca-Cola is exploring innovative methods to engage the public while searching for the next great non-sugar sweetener. While it’s not uncommon for food and beverage companies to hold contests for consumers, Coca-Cola’s approach is quite unique. Recently, Folgers announced a jingle contest for 2017, offering a grand prize of $25,000. Creating jingles is one thing, but discovering a naturally sourced, low-calorie sweetener that replicates the taste of sugar is an entirely different challenge. This is a novel idea for a reason: while many people can come up with catchy jingles, the average person lacks 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. Although this group may not have access to the vast resources that Coca-Cola’s own experts possess, they do have the potential to devise a viable solution. The critical question remains: will the winning entry be suitable for the mass production levels that Coca-Cola demands?
Even if Coca-Cola ultimately decides not to utilize the winning sweetener, the contest still serves the company well. The opportunity to offer a $1 million prize generates free publicity, enhances the perception of transparency, and contributes to a more favorable image of the company as it seeks to reduce sugar content. This contest effectively communicates, “Look at all our efforts to decrease sugar! We’re seeking help from experts beyond our own team!” In an era of soda taxes, this could be a strategic move toward a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to reducing the sugary drink calories consumed by Americans by 20% by 2025. As soda sales continue to decline due to consumers opting for water and healthier beverages like tea, the implementation of soda taxes, such as the one recently enacted in Cook County, Illinois, is likely to exacerbate this trend. Thus, it is sensible for Coca-Cola to seek new ways to boost sales.
While this innovative approach to outsourcing research and development may not prompt immediate imitation from competitors, its success could change that. There are countless brilliant researchers and scientists globally, but will they have the time, resources, and motivation to invest in a long-shot contest like this? In a year, we’ll see the outcome.
It’s interesting to note that while Coca-Cola navigates these waters, various substances like calcium citrate have diverse applications, including its uses in health and wellness as noted in Hindi contexts. This further highlights the importance of exploring multiple avenues for solutions in the beverage industry and beyond. The exploration of substances like calcium citrate underscores the broader context of health-oriented innovations that may align with consumer preferences in the changing market landscape.