Coca-Cola & Grab launch upgraded Coke&Go in Singapore

Beverage company Coca-Cola and Southeast Asia's super app, Grab, have announced their collaboration on an enhanced version of Coke&Go to bring convenience and easy purchasing options to consumers in Singapore. This development allows consumers to use the Grab app to make purchases at smart coolers throughout the island nation.

The Coke&Go upgrade enables consumers to simply scan a QR code to unlock and open the fridge and select their desired beverages. The smart coolers employ image recognition technology to identify the products, with details such as transaction price and quantity displayed on the Grab app once the fridge door has been closed. Purchases can then be completed seamlessly via cashless payment methods, including GrabPay and credit cards linked to the Grab account.

The range of beverages available in the smart coolers covers the Coca-Cola brand's extensive portfolio. It aims to cater to tech-savvy consumers by strategically placing them in high-footfall areas across Singapore. This partnership marks a significant step in supporting Singapore's digital transformation journey by combining Coca-Cola's wide array of products with Grab's advanced technology and large user base.

Grab offers a wide range of services across multiple countries in the region. These services include ride-hailing, food delivery, package delivery, financial services, and digital payments through GrabPay. By partnering with companies like Coca-Cola, Grab is expanding its influence beyond transportation and delivery into the realm of retail and smart vending solutions, as seen with the Coke&Go initiative.

Sam Way, Vice President, Digital Acceleration Office – Coca-Cola ASEAN and South Pacific, remarked, "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 the Coke&Go self-serve beverage experience."

Ken Mandel, Regional Head of GrabAds and Brand Insights at Grab, expressed similar enthusiasm: "We're excited to take our partnership with Coca-Cola a step further with their Coke&Go 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 Coke&Go initiative in Singapore is part of a broader strategic partnership between Coca-Cola and Grab across Southeast Asia. The partnership seeks to unlock growth opportunities in the region's booming digital consumer market and drive digitalisation and enablement initiatives. The initial deployment is expected to see several hundred units placed across Singapore by early next year, with further regional expansion plans contingent on consumer response.