Mars Snacking revealed Monday a collaboration with Uber and Skittles, involving a brand campaign launching across Uber and Uber Eats.
With Journey Ads and Post-Check Out Ads displayed to consumers taking a ride or waiting for their Uber Eats order, they’ll be able to interact with the Skittles website. Uber consumers can also add their Skittles products to their Uber Eats shopping carts.
The move marks the next step of Mars’ online strategy as the company seeks to continue stoking growth in digital spaces and find opportunities to provide shoppers with frictionless, omnichannel shopping experiences, according to Mars.
“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. 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 US,” said Tom Manktelow, senior manager of on demand delivery at Mars Snacking, in a statement.
According to audience research company GWI, more than half of Uber users order their groceries online, and 85 percent of Uber users are the main person responsible for shopping in their household. Additionally, grocery and convenience stores are among the top five Uber Rides 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, in a statement. “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.”
Currently, the campaign is active in key markets including Georgia, Texas, Ohio, Arizona, Tennessee, and Florida.
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