Leading beverage company Coca‑Cola and one of Southeast Asia’s leading superapps Grab, recently announced their collaboration on Coke&Go, an innovative initiative that brings convenience and seamless purchasing to tech-savvy consumers across Singapore.
This enhancement to Coke&Go allows consumers to use the Grab app to make purchases; consumers simply scan a QR code to unlock and open the fridge and take their chosen beverages. Products are recognised using image recognition technology and item details such as transaction price and quantity will be displayed on the Grab app upon closing the fridge door. Consumers can then seamlessly complete their purchases via cashless payment methods, including GrabPay or credit cards linked to the Grab account.
The smart coolers offer a wide range of beverages under the Coca‑Cola brand, strategically placed in high-footfall areas across Singapore to provide consumers with variety and accessibility at any time of the day.
Coke&Go supports Singapore’s digital transformation journey, combining Coca‑Cola extensive product range with Grab’s cutting-edge technology and vast user base. As the food and beverage landscape continues to evolve, Coke&Go aims to enhance the consumer experience, leveraging retail innovation to meet the changing needs of digitally savvy consumers.
Sam Way, vice president, Digital Acceleration Office, Coca‑Cola ASEAN & South Pacific commented, “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 digital footprint. We are excited for consumers to embrace the future with Coke&GO self-serve beverage experience.”
Ken Mandel, regional head of GrabAds and Brand Insights at Grab, added, “We’re excited to take our partnership with Coca‑Cola a step further with their Coke&GO programme. 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 Coca‑Cola’s forward-thinking digital strategy, effectively utilising Grab’s robust retail media network capabilities for impactful marketing.”
The Coke&GO initiative in Singapore is part of a broader strategic partnership between Coca‑Cola and Grab in Southeast Asia, which aims to unlock growth opportunities in a booming digital consumer market and drive digitalisation and enablement in the region. Coke&Go is projected to deploy several hundred units across Singapore by early next year, with plans for regional expansion informed by consumer response. – Coca-Cola
