• by Erik Oster , October 23, 2023

Reacting to a new collaboration between Mars’ Snacking division and Uber/Uber Eats, passengers waiting for their ride -- or consumers making a food delivery order -- may be hit with a sudden craving for candy. They’ll see Skittle ads through With Journey Ads and Post-Check Out Ads and can then seamlessly interact with the candy’s website from the mobile platform, or add Skittles products to their Uber Eats shopping carts.

The move is part of a broader effort to expand brand presence in digital spaces and find new opportunities to reach consumers with fresh shopping experiences. It targets an important platform for Skittles, and Mars more broadly. According to data from audience research company GWI, more than half of Uber users order groceries online, and 85% of Uber users are the main person responsible for household shopping. Additionally, according to the GWI data cited in the statement, grocery and convenience stores are among the top five Uber Rides destinations.

“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 U.S.," Mars Snacking Senior Manager, On Demand Delivery Tom Manktelow said in a statement, going on to explain that the company would continue to pursue collaborations which allow it to “unlock the impulse nature of the snacking category online by engaging consumers in new and exciting ways."

"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," Megan Ramm, head of CPG partnerships for Uber advertising, added.

The campaign is already active in several key markets for the brand,  including Atlanta, Cincinnati, Dallas,Houston, Orlando/Daytona Beach and Melbourne, Florida, Nashville and Phoenix/Prescot.