Helping Coca-Cola regain lost sales from a quieter Ramadan

Ramadan, a key festive season in Indonesia, is also a huge sales period for Coca-Cola. In pre-pandemic times, a 30% increase in sales can normally be expected. But Covid-19 lockdowns and cancelled bazaars meant fewer people were dining out and sales dropped by 14.8% in 2020. 

The upside was that consumers were turning to takeaways and online food deliveries to celebrate iftar. So Coca-Cola partnered with GrabAds to leverage the opportunity in this new consumer purchase behaviour.

Shifting the excitement online

To incentivise repeat orders, we ran the Coca-Cola Feastival, a weekly GrabFood contest offering attractive prizes to top spenders of Coca-Cola bundle deals.


Targeting right with first-party data insights

We targeted young adults aged 1834 based on their affinities and location, especially fast food lovers who were likely to add on fizzy beverages when ordering their meals. 

Optimising the campaign

To boost conversions, we made further campaign enhancements based on our learnings for a similar run in 2020. These include extending the campaign by two weeks, as well as adding three more formats: Masthead, In-Transit Ads and Search Ads to maximise reach.

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Komsan Chiyadis

GrabFood delivery-partner, Thailand

Komsan Chiyadis

GrabFood delivery-partner, Thailand

COVID-19 has dealt an unprecedented blow to the tourism industry, affecting the livelihoods of millions of workers. One of them was Komsan, an assistant chef in a luxury hotel based in the Srinakarin area.

As the number of tourists at the hotel plunged, he decided to sign up as a GrabFood delivery-partner to earn an alternative income. Soon after, the hotel ceased operations.

Komsan has viewed this change through an optimistic lens, calling it the perfect opportunity for him to embark on a fresh journey after his previous job. Aside from GrabFood deliveries, he now also picks up GrabExpress jobs. It can get tiring, having to shuttle between different locations, but Komsan finds it exciting. And mostly, he’s glad to get his income back on track.