• Terms and Conditions


    The Bridge Challenge by The Coca-Cola Company, Powered by ACE (the “Challenge”) is organised by Coca-Cola Far East Limited, registered under the laws of Singapore, with its business office located at 1 Harbourfront Avenue, #04-04 Keppel Bay Tower, Singapore 098632 (“COCA-COLA”). We are running this Challenge in collaboration with our partner network across the globe (“Partners”). Our lead partner will be Action Community for Entrepreneurship (“ACE”).


    Official information on the Challenge will be communicated via thebridge.ace.org.sg (the “Challenge Website”).


    These terms, conditions and any rules for the Challenge on the Challenge Website (together the “Terms and Conditions”) operate for the benefit of COCA-COLA and COCA-COLA’s Partners who contribute to or are involved in the administration, operation and maintenance of the Coke Challenge. References to “we”, “us” and “our” in these Terms and Conditions shall refer to COCA-COLA.


    Please read these Terms and Conditions carefully before you enter the Challenge. By submitting an entry, you accept these Terms and Conditions and agree to comply with them.




    Who can enter the Challenge:

    • Startups with a promising solution (prototype/working product) that solves one or more problem statements proposed by The Coca-Cola Company
    • Startups registered in Singapore, Malaysia, Indonesia, Thailand, Vietnam, Japan and India

    If you are unsure about your eligibility to enter the Challenge, please contact us before submitting an entry.



    Submitting an Entry

    To submit an application, you must fill in all mandatory fields and answer all questions within the relevant application form on the Challenge Website. Entries must comply with guidelines and recommendations set out on the Challenge Website.


    Entries must be submitted in English. The submission period for entries starts on 16 April 2018 and ends on 4 Jun 2018.


    We are not liable for possible deficiencies of the platform. Please note that we are not responsible for problems regarding computers, networks or any other reasons that may lead to lost, damaged or late entries. Proof of sending is not proof of receipt.




    After initial entries have been submitted, the Challenge will be run in accordance with the following indicative timeline. We reserve the right to change any of the time frames indicated on the Challenge Website.


    Phase 1: Selection


    Applications successfully submitted will be reviewed by the Challenge organising committee. Startups will be interviewed via Skype or in-person and may be required to do a pitch. COCA-COLA reserves the right to modify the number of selected startups.


    Startups selected to be the top 20 finalists (“Finalists”) will be notified via email. If you fail to respond or do not provide the required information needed for the next phase of the Challenge within 48 hours of being notified, we will reserve the right to withdraw our offer for you to compete in the next round.


    Phase 2: Briefing Session


    A briefing session will be organised for the Finalists prior to the Pitch Day in Singapore or on-line. Domain mentors will share more on the Challenge themes and problem statements during the briefing session.


    Phase 3: Final Pitch


    The final pitch will be held in Singapore. Startups based overseas will need to arrange and pay for their flights, accommodations and personal expenses at their own cost.


    Selected startups will pitch their solution in front of COCA-COLA’s management. The audience may include leading investors, government officials and COCA-COLA’s Partners.


    COCA-COLA reserves the right, at its sole discretion, to disqualify any entry at any phase of the Challenge. The reasons for disqualification can be, but not limited to, breach of any of the rules, breach of eligibility criteria, breach of any applicable laws, bad conduct or offensive behaviour, or invalid answers contained in the applications. No verbal or written communication will be entertained.



    Winner Selection and Prize

    The judging panel will decide which entry best meets the assessment criteria, as set out on the Challenge Website. The winners may be presented opportunities to collaborate and co-innovate on proof-of-concept solutions with COCA-COLA at the sole discretion of COCA-COLA.


    The decision by the judging panel will be final. No correspondence will be entered into.



    Intellectual Property Rights

    COCA-COLA does not retain any equity or ownership of the solution upon application. You retain full and exclusive ownership of your information and intellectual property rights. Any solution you submit will only be used for evaluating your application.



    Personal Data

    Unless stated otherwise, information (including personal and sensitive information) submitted in any entry may be used by COCA-COLA and our Partners in accordance with Singapore Personal Data Protection Act 2012 (PDPA).


    By submitting your entry to the Challenge, you give us permission to use the information provided by you in your entry and during your participation in the Challenge (including your personal details, logos and photos uploaded by you and taken during events) for the purposes of administering and judging the Challenge, for any purpose connected to the Challenge and for promotional purposes. We may share this information with our judging panel, our Partners, and anyone who is involved in the Challenge.




    We may cancel the Challenge or vary these terms and conditions at any time at our discretion. We will post any changes to these terms and conditions on the Challenge Website.


    We reserve the right to suspend the Challenge at any time and to change the form and substance, dates for deadlines and events, locations or specification of the Challenge and/or prize at our sole discretion.


    In the event of conflict or any misinterpretation regarding these Terms and Conditions, the conduct or results of the Challenge, or any other matter relating to the Challenge, the decision of COCA-COLA shall be final and unchallenged.


    While every care is taken to ensure that the Challenge runs successfully, COCA-COLA and its Partners, including their employees, will not be held responsible for any loss, damage, inconvenience, or disappointment of any kind suffered by any applicant resulting from the Challenge.


    COCA-COLA does not endorse any externally linked sites and is not responsible for their contents.



    Governing Law and Jurisdiction

    These Terms and Conditions shall be governed by and construed in accordance with Singapore laws. Any dispute arising under these Terms and Conditions shall be subject to the exclusive jurisdiction of the Singapore courts. By entering the Challenge, you agree to submit to Singapore laws, regardless of your country of establishment, domicile or residence.




    A list of Frequently Asked Questions (“FAQs”) is available on the Challenge Website. In the event of a conflict between these Terms and Conditions and our FAQs, these Terms and Conditions will prevail.

    If you have any further questions about the Challenge, please contact us via the contact details listed on the Challenge Website.

  • FAQs

    Why did The Coca-Cola Company create this challenge?

    The Bridge Challenge was organised to bring in technology across The Coca-Cola Company that could open up new possibilities and fuel big innovations by working with the startup community. In exchange, startups get to put their technology to work in real-world business situations.

    Who can join the challenge?

    All startups with a promising solution that addresses the three core themes; alternative route-to-market, smart logistics and marketing. Your solution must be a prototype or working product. No ideas will be accepted. Your startup will have to be registered in Singapore, Malaysia, Indonesia, Thailand, Vietnam, Japan or India.

    Do I have to fly to Singapore?

    The Final Pitch will be held in Singapore. Hence, startups that are overseas will need to arrange and pay for their flights and accommodations for any event e.g. Final Pitch, briefing and mentoring. There will not be any payment from The Coca-Cola Company for travel-related costs. Nevertheless, startups that are selected as the Top 20 can join the briefing via video conferencing.

    What happens after I submit my application on Google Form?

    We will contact you on a rolling basis should we be interested in your solution. Interviews will be conducted to select the top 20 Finalists. Given the high volume of applications, we will strive to notify all startups that do not make it to the next round within 2 weeks of the application deadline.

    Will I have to give up any equity or IP?

    The Coca-Cola Company does not retain any equity or ownership of the solution upon application. You retain full and exclusive ownership of your information and intellectual property rights.