Coca-Cola, Grab strengthen partnership to engage hybrid shoppers in SEA

It includes regional campaigns across both online and offline channels.

Coca-Cola and Grab are strengthening their partnership to target hybrid shoppers in Southeast Asia by combining Coca-Cola's offline retail presence with Grab's extensive online network.

The partnership includes regional campaigns across both online and offline channels, utilising GrabAds’ full-funnel retail media ecosystem.

Coca-Cola will also leverage GrabAds’ first-party transaction data to refine its audience targeting, employing innovative online-to-offline (O2O) ad formats designed to enhance engagement and drive sales.

According to a recent study by GrabAds and Kantar, 79% of Southeast Asian consumers shop both online and offline simultaneously, underscoring the importance of this strategic alignment.

Additonally, Coca-Cola’s Foodmarks campaign, which invites users to explore hidden street food spots, will continue across Southeast Asia. Through the Grab app, users can access special food combos featuring Coca-Cola at participating merchants.

Following its success in Vietnam, where the campaign led to a 27% increase in offline sales and an 11% rise in delivery orders, it will expand to more cities.

Coca-Cola and Grab are also working together to help merchants increase sales with omnichannel campaigns. Coca-Cola’s sales teams are supporting merchants in creating product bundles on Grab, which are then promoted via GrabAds. A product sampling campaign for Coke Zero in Metro Manila earlier this year delivered 50,000 samples, resulting in strong engagement.

The Coke&Go campaign, launched in Singapore, allows consumers to make cashless purchases from Coca-Cola’s smart coolers via the Grab app by scanning a QR code.

The program will roll out several hundred units by early 2024, with plans for regional expansion.