Singapore – Beverage company Coca-Cola has collaborated with super application Grab for the Coke&Go initiative, offering convenience to consumers. The initiative allows consumers to purchase Coca-Cola products at smart coolers in Singapore using the Grab application.
Leveraging Grab’s technology and Coca-Cola’s product range, the initiative supports the digital evolution of the food and beverage industry in Singapore.
The smart coolers which can be found in areas with high foot traffic in Singapore, can be unlocked using a a QR code. The beverages are accounted for through image recognition technology. Once the smart coolers are closed, the Grab application will display the products’ quantity and price. Cashless payment methods are available to complete the purchase.
“Through our partnership with Grab, we’re merging convenience with innovation. By leveraging Grab’s digital capabilities, we’re able to offer unprecedented convenience to our consumers while expanding our own digital footprint. We are excited for consumers to embrace the future with Coke&Go self-serve beverage experience,” Sam Way, vice president of digital acceleration office at Coca-Cola, said.
Ken Mandel, regional head of GrabAds and brand insights, commented, “We’re excited to take our partnership with Coca-Cola a step further with their Coke&G program. The initiative recognises how global brands like Coca-Cola can strategically partner with Grab to reach more consumers across Singapore and the wider Southeast Asian region and deliver an effortless and outstanding experience to them. The collaboration is also a testament to the forward-thinking digital strategy of Coca-Cola, effectively utilising Grab’s robust retail media network capabilities for impactful marketing.”
The collaboration strengthens the goal of Coca-Cola and Grab’s partnership, which is to enhance digitalisation in the consumer market across Southeast Asia. It is also worth noting that the Coke&Go initiative was launched last year through a webapp.
