The Client for IAA "Big Idea' 2019 is Coca-Cola


As the largest beverages company in Australia, we offer drinks for all occasions including our world leading brands Coca-Cola, Sprite and Powerade. We are always looking for ways to evolve our product portfolio and bring Australians more of the drinks they want and we will continue to expand the range we offer. 

We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. Together with our bottling partner we have made a commitment to reduce sugar across our portfolio by 10% by 2020, as well an industry-wide pledge to reduce sugar across the industry by 20% by 2025. 

We’re also working to reduce our environmental impact by replenishing water and making 70% of our plastic bottles entirely from recycled plastic by the end of 2019. 

Between Coca-Cola and our bottling partner Coca-Cola Amatil we make a significant contribution to the Australian economy, especially in the manufacturing sector. The combined companies employ close to 4,000 Australians directly, and a further 10,000 in the production and supply chain. 

Coca-Cola South Pacific Pty Ltd is an indirect wholly owned subsidiary of The Coca-Cola Company and provides marketing, technical and quality services to The Coca-Cola Company in Australia. Learn more at and follow us on Twitter, Instagram, Facebook and LinkedIn.




This year’s IAA BIG IDEA Challenge is to develop solutions to help us deliver our global World Without Waste commitment.

70 per cent of the plastic bottles Coca-Cola manufactures in Australia will be made entirely of recycled plastic by the end of 2019. We also aim to collect and recycle a bottle or can for every one we sell by 2030, ensuring none of our packaging ends up in the ocean or landfill.

Because we know we cannot do this alone, we are working with many partners including governments, NGOs and industry groups. We also need the help of the Australian community.

Australians can help by recycling their bottles in a way that gives them the very best chance of actually being recycled, through a container deposit scheme. 

The focus for this brief is to motivate behaviour change and leverage technology to enable Aussies to recycle more and better access container deposit schemes.

We are looking for compelling always-on solutions to ensure plastic bottles have the best chance of becoming another bottle again.

We will carefully consider all responses to this brief for potential implementation.



The 4 finalist teams, whose marketing communications campaign submissions score the highest marks from the judging panel, have the opportunity to make a final face-to-face presentation to the Client, the judging panel of top marketing communications industry professionals and the IAA Australia Board. These presentations will be the final step to select the winning team who will be announced as the IAA BIG IDEA 2019 ‘National Champion Team’.

The WINNING TEAM will receive:

  • IAA BIG IDEA National Champion trophy

  • IAA BIG IDEA National Champion certificate for each winning team member

  • Mumbrella 360 Tickets in 2020 for all members of the winning team

  • Invitations to attend the Future TV Advertising Summit in Sydney in February 2020 as the guests of ThinkTV with travel and accommodation provided for interstate winners.

All team participants, students and faculty advisors, will receive:

  • Special individual IAA BIG IDEA certificates acknowledging their participation and efforts in preparing their marketing communications campaign submissions.

  • The benefits of including participation in IAA BIG IDEA 2019 in each student's CV/ experience

  • The judges' feedback re each participating team's submission