Mars is collaborating with Uber by offering Skittles advertisements in the Uber and Uber Eats apps. Consumers will be presented with easy access to the Skittles website with journey ads and post-checkout ads displayed for app users taking a ride or waiting for an Uber Eats order.
Uber consumers can also add Skittles products to their Uber Eats shopping carts, including gummies and classic chewy and sour flavors.
The move marks the next step of Mars' online offensive as the company seeks to continue stoking growth in digital spaces and find new opportunities to provide shoppers with frictionless, omnichannel shopping experiences, according to the company.
“To win in an increasingly digitally-connected world, our job is clear—deliver great brand experiences for people wherever they are. Our new partnership with Uber does just that,” said Tom Manktelow, senior manager of on demand delivery at Mars Snacking. “Whether you're on your way home from a night out or traveling back from the airport after a long flight, the Skittles products at the end of the rainbow are now within reach for Uber users across the U.S. We're looking forward to collaborating with pioneering companies like Uber to unlock the impulse nature of the snacking category online by engaging consumers in new and exciting ways.”
According to audience research company GWI, more than half of Uber users order groceries online, and 85% of Uber users are the main person responsible for shopping in their household. Additionally, grocery and convenience stores are among the top five Uber ride destinations.
“With Uber, brands like Skittles are able to unlock new ways to connect with consumers where they are and when they're in a purchase mind-set,” said Megan Ramm, head of CPG partnerships for Uber advertising. “It's always exciting for us to work with companies on innovative and platform-wide brand campaigns to help drive business results and connect with consumers in effective, measurable ways.”
The campaign is currently active in Atlanta, Orlando/Daytona Beach, Houston, Cincinnati, Dallas, Phoenix/Prescot, Nashville and Melbourne, Florida.
With $40 billion in annual sales, McLean, Virginia-based Mars produces brands including Dove, Extra, M&M’s, Milky Way, Snickers, Twix, Orbit, Pedigree, Royal Canin, Skittles, Ben’s Original, Whiskas, Cocoavia and 5.
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