Hasta La Creative!

The next chapter in the cola-marketing wars could be influenced as much by science labs as TV commercials.

PepsiCo, in collaboration with San Diego-based biotech firm Senomyx, is in the late stages of developing a “taste modifier” that would essentially fool taste buds into thinking they are getting more sugar than delivered. The ingredient, which is called “S617” and still requires regulatory approval, would theoretically allow for PepsiCo to lower the amount of sugar and high-fructose corn syrup in full-calorie beverages such as regular Pepsi, while keeping the same sweet cola taste.

Coca-Cola, meanwhile, continues to experiment with steviol glycosides, which are the sweet, calorie-free extracts from South American stevia plants. The first cola version, called Coca-Cola Life, was launched in Argentina in the summer. In the U.S., the company is examining results from a recent test market of stevia-infused line extensions Sprite Select and Fanta Select.

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