Singapore-based superapp Grab and global soft drink manufacturer Coca-Cola are advancing their strategic partnership in Southeast Asia to better engage today’s increasingly hybrid shoppers.

The duo said in a statement on Wednesday that the partnership will combine Coca-Cola extensive offline retail presence with Grab’s expansive online network to create unique experiences for consumers to better enjoy Coca-Cola beverages.

This marks a significant milestone in the ongoing collaboration between the two companies, which is dedicated to driving customer value and unlocking growth opportunities for Coca-Cola as well as their merchants and distributors in the region.

According to the statement, Coca-Cola will collaborate with Grab on various regional campaigns and initiatives that cover both online and offline channels, leveraging GrabAds’ comprehensive full-funnel retail media ecosystem.

Coca-Cola will also tap into GrabAds’ first-party transaction data for precise audience profiling tailored to its target segments and to employ the platform’s innovative online-to-offline (O2O) ad formats for creative campaigns designed to boost engagement and sales.

Cited a recent study by GrabAds and Kantar, the statement revealed that 79 percent of Southeast Asian consumers shop online and offline simultaneously.

As part of the expanded partnership, Coca-Cola will continue to roll out the Foodmarks campaign on Grab across several Southeast Asian cities.

This campaign is executed through a series of in-app masthead and native ads, targeting users looking for new dining options.

Following strong results from its launch in Vietnam earlier this year, which recorded an overall 27 percent uplift in offline sales and an 11 percent increase in delivery orders for merchants, and a successful activation in Thailand, similar campaigns will be executed in other Southeast Asian cities later this year.

Coca-Cola is also collaborating with Grab to help merchant-partners boost sales via omnichannel campaigns.

This includes a video campaign leveraged by Coca-Cola sales teams to help merchants design and utilize Coca-Cola online bundles on Grab, which can be further amplified through GrabAds, including through product sampling.

Initial campaigns have already demonstrated positive results: for instance, a product sampling campaign for Lemon Dou done in March this year within Metro Manila, Philippines, saw the delivery of 50,000 samples of Coke Zero via GrabFood merchants, yielding strong engagement.

Coca-Cola also launched a car icon branding campaign in Vietnam early this year where Coca-Cola icon replaced Grab’s green rider icon, and appeared on real-time delivery maps.

Coca-Cola and Grab have also partnered on the Coke&Go campaign. It brings together convenience and seamless purchasing to tech-savvy consumers across Singapore.

Coke&Go is projected to deploy several hundred units across Singapore by early next year, with plans for regional expansion informed by consumer response.

“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,” said Sam Way, Vice President, Digital Acceleration Office, Coca-Cola ASEAN and South Pacific.

Ken Mandel, Regional Managing Director and Head of GrabAds and Enterprise, said to achieve full-funnel impact, it is crucial that merchant-partners are present where the consumers are, whether that’s online or offline.

“This also includes taking advantage of O2O platforms like ours to deliver innovative omnichannel experiences that not only drive tangible business results but build brand loyalty,” he said.

According to a 2024 report from Kantar, Coca-Cola continues to be the world’s most purchased brand for the 12th consecutive year, with a 2.6 percent increase in household penetration and nearly 8.3 billion consumer purchases.

With 1 in 2 consumers in the region using superapps like Grab daily, Coca-Cola can now connect with a growing base of consumers on the Grab platform who are ready to shop.

The strengthened partnership between Coca-Cola and Grab follows a track record of joint achievements.

Between 2022 and 2023, Coca-Cola and Grab helped Coca-Cola merchants across all Southeast Asian markets optimize their digital storefronts, leading to a 6% uplift in Coca-Cola orders and a 12 percent increase in merchant outlets carrying Coca-Cola beverages.

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