Carlsberg Asia has inked a significant Memorandum of Understanding (MoU) with Grab, marking the initiation of a strategic partnership aimed at bolstering brand awareness and promotional endeavors through the app’s advertising arm, GrabAds.
Set to roll out in the second quarter of 2024 across four pivotal markets in Southeast Asia (SEA) – Cambodia, Malaysia, Myanmar, and Singapore – the partnership will encompass a series of awareness and promotional campaigns meticulously designed to enhance brand equity via GrabAds’ robust platform.
A key highlight of this collaboration is the upcoming launch of an exhilarating campaign during the UEFA Euro 2024 football championship, where Carlsberg endeavors to leverage Grab’s online-to-offline (O2O) channels to redefine the beer consumption journey, as articulated in a statement by Carlsberg.
Notably, Carlsberg boasts a longstanding partnership with the revered Liverpool Football Club, a collaboration that will feature prominently in the football-themed campaign facilitated by this strategic alliance.
Furthermore, the partnership entails the establishment of a virtual store for Carlsberg within the Grab app’s ecosystem in Singapore and Malaysia, streamlining the process for consumers to order and receive their preferred Carlsberg beverages conveniently.
To enhance consumer engagement, special offers, dine-in deals, and rewards tailored to legal drinking age consumers will be made available through the Grab app. Emphasizing responsible alcohol consumption, Carlsberg and GrabAds will champion a responsible drinking campaign, prioritizing safety by advocating the use of GrabCar rides.
Arid Varanasi, Vice President, Commercial, Carlsberg Asia, expressed enthusiasm for the partnership, highlighting its potential to introduce more drinking occasions to consumers while ensuring accessibility and safety. Varanasi underscored the initiative as a testament to Carlsberg’s unwavering commitment to promoting responsible drinking practices.
Drawing insights from an internal survey conducted by Grab, which revealed that a substantial portion of Grab’s user base across the region identifies as alcohol consumers, Carlsberg aims to leverage Grab’s extensive ecosystem and hyperlocal insights to bolster its digital presence and product accessibility.
“This exciting partnership aligns seamlessly with Carlsberg Group’s Accelerate SAIL strategy, driving digital transformation and growth in the region beyond traditional retail channels,” remarked Varanasi.
Ken Mandel, Regional Head, GrabAds and Brand Insights, expressed pride in GrabAds being chosen by Carlsberg to bolster its brand equity through purpose-driven consumer campaigns. Mandel emphasized the partnership’s potential to showcase GrabAds’ far-reaching impact and effective engagement with high-value consumers, thereby amplifying brand visibility and resonance.
Earlier this year, Carlsberg Hong Kong collaborated with former Liverpool Football Club players to promote the Cathay/HSBC Hong Kong Sevens, showcasing its commitment to innovative marketing endeavors. The brand also collaborated with digital artist Isaac Spellman to co-create exclusive can art, further solidifying its foothold in the dynamic beverage market landscape.
