Coca-Cola and Grab are strengthening their strategic alliance in Southeast Asia to better connect with the growing base of hybrid shoppers, Marketech APAC reported.
This collaboration merges Coca-Cola’s widespread offline retail network with Grab’s vast online platform, utilising GrabAds’ integrated retail media ecosystem to enhance customer engagement across all stages of shopping.
Besides, Coca-Cola will leverage GrabAds’ first-party transaction data to refine audience targeting and use the platform’s innovative online-to-offline (O2O) ad formats for impactful campaigns aimed at driving engagement and boosting sales.
As part of the expanded partnership, Coca-Cola will continue to roll out its Foodmarks campaign across Southeast Asia on Grab. The campaign encourages users to explore hidden street food landmarks, or Foodmarks, in participating cities through in-app masthead and native ads, targeting those who seek for new dining experiences.
In addition, Coca-Cola is partnering with Grab to help merchant-partners increase sales through omnichannel campaigns. This includes a video campaign supported by Coca-Cola’s sales teams, which guids merchants in creating and using Coca-Cola online bundles on Grab.
Finally, Coca-Cola and Grab have launched the Coke&Go campaign, offering convenience and seamless purchasing for tech-savvy consumers in Singapore. Through the Grab app, users can scan a QR code to purchase from Coca-Cola’s smart coolers in physical locations.
Sam Way, vice president of digital acceleration office at Coca-Cola ASEAN & South Pacific, commented on the deal: ‘We are excited to take our partnership with Grab to the next level. In line with Coca-Cola commitment to growth, innovation and customer satisfaction, leveraging GrabAds’ retail media platform will help us boost our online presence to complement our robust offline retail network.
‘With the digital population booming in Southeast Asia, this partnership will enable merchants to strengthen their online visibility, attract hybrid shoppers, and create deeper connections with the Coca-Cola brand across touchpoints.’
Initial campaigns have shown strong results, such as the March product sampling campaign for Lemon Dou in Metro Manila, which delivered 50,000 Coke Zero samples through GrabFood merchants, generating high engagement. Additionally, Coca-Cola’s car icon branding campaign in Vietnam replaced Grab’s rider icon on real-time delivery maps earlier this year.
