Photo courtesy of Mars
Mars is collaborating with Uber by offering Skittles ads in the Uber and Uber Eats apps. Consumers will have easy access to the Skittles website through ride ads and post-checkout ads that appear to app users during a ride or while waiting for an Uber Eats order.
Uber consumers can also add Skittles products, including gummies and classic chewy sour flavors, to their Uber Eats shopping cart.
The move marks the next step in Mars’ online offensive, the company said, as the company continues to drive growth in the digital space and find new opportunities to offer shoppers a frictionless omnichannel shopping experience. It is said that
“To win in an increasingly digital world, our job is clear: Deliver great brand experiences to 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 heading back from the airport after a long flight, Skittles products from across the rainbow are within the reach of Uber users across the country. We’re excited to collaborate. We’re working with pioneering companies like Uber to unlock the impulsive nature of the online snacking category by engaging consumers in new and exciting ways. ”
According to audience research firm GWI, more than half of Uber users order groceries online, and 85% of Uber users are primarily responsible for shopping in their household. Additionally, grocery and convenience stores are among the top five destinations for Uber rides.
“With Uber, brands like Skittles can unlock new ways to connect with consumers, wherever they are and when they are considering a purchase.” said Megan Lamb, Head of CPG Partnerships. “For us, it’s always exciting to work with companies on innovative, platform-wide brand campaigns to drive business outcomes and connect with consumers in an effective and measurable way.”
This campaign is currently running in Atlanta, Orlando/Daytona Beach, Houston, Cincinnati, Dallas, Phoenix/Prescott, Nashville, and Melbourne, Florida.
With annual sales of $40 billion, McLean, Virginia-based Mars sells brands such as Dove, Extra, M&M’s, Milky Way, Snickers, Twix, Orbit, Pedigree, Royal Canin, Skittles, Ben’s Original, Whiskas, Cocoavia, and 5 We produce brands.
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