Carlsberg Asia Partners with Grab
This partnership will cover awareness and promotional campaigns on GrabAds across four key countries in Southeast Asia (SEA) - Cambodia, Malaysia, Myanmar and Singapore.
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Carlsberg Asia announced the signing of a Memorandum of Understanding (“MoU”) with Southeast Asia’s everyday superapp, Grab, for a strategic partnership that will transform how consumers enjoy their beer.
Arindam Varanasi, Vice President, Commercial Asia, Carlsberg, said, “As part of Carlsberg Group’s Accelerate SAIL strategy, this exciting partnership will help us drive digital transformation and growth in the region by going beyond traditional retail channels.
“With our joint forces, we will be able to introduce more drinking moments to consumers and make it easier and safer for them to access Carlsberg’s portfolio of local and international beers and Beyond Beer brands at their doorstep. This will also be a strong initiative to Carlsberg’s continuous efforts in driving responsibility drinking,”Arindam added.
Ken Mandel, Regional Head of GrabAds and Brand Insights, said, “It’s truly an honour that Carlsberg, one of the world’s leading brewery brands, chose Grab’s advertising arm, GrabAds, to strengthen their brand equity through purposeful consumer campaigns – the LFC partnership and the Responsible Drinking Campaign.”
“This partnership not only showcases the extensive and impactful reach of GrabAds’ online to offline touchpoints but also attests to GrabAds’ effective engagement with high-value consumers who use Grab to engage or transact with brands and merchants every day,”Ken added.
This partnership will cover awareness and promotional campaigns on GrabAds across four key countries in Southeast Asia (SEA) – Cambodia, Malaysia, Myanmar and Singapore, and will kick off with the launch of an exciting football season campaign featuring Liverpool Football Club and a collaborative Responsible Drinking campaign.
