- Coca-Cola partners Grab to boost digital presence
- Regional superapp collaboration drives innovative consumer experiences
- Marketing strategy targets hybrid shoppers effectively
Digital Drinks: A Superapp Meets Soda Giant
Grab and Coca-Cola are expanding their strategic partnership to transform consumer engagement across Southeast Asia.
The collaboration leverages Coca-Cola’s extensive offline retail presence and Grab’s robust online network, creating unique omnichannel experiences that cater to hybrid shoppers.
Breaking Boundaries: From Car Icons to Consumer Connections
The partnership introduces innovative marketing strategies, including the Foodmarks campaign, which has already demonstrated impressive results.
In Vietnam, the initiative generated a 27 percent uplift in offline sales and an 11 percent increase in delivery orders. The companies are utilizing GrabAds’ first-party transaction data to craft precise audience targeting and creative advertising formats.
Tech Meets Taste: A Winning Digital Strategy
Ken Mandel from Grab emphasized the importance of meeting consumers across online and offline platforms. Coca-Cola’s Sam Way highlighted the digital population’s growth in Southeast Asia, noting this partnership enables merchants to strengthen their online visibility. By the end of next year, their Coke&Go initiative is projected to deploy hundreds of units across Singapore, signaling an ambitious approach to digital consumer engagement.
