Mars continues direct-to-consumer efforts in Uber collaboration

Mars Snacking is directly targeting Uber customers, just in time for Halloween.

Global CPG treats and snack company Mars Snacking is partnering with Uber to provide interactive content about Mars’ Skittles candy product to Uber and Uber Eats customers. Uber, which initially expanded from its core rideshare business into third-party online delivery with the launch of Uber Eats in 2015, began enabling CPG companies to promote their brands and products to its app users in May 2023.

Now, Mars is displaying interactive Uber Journey Ads and Post-Check Out Ads to consumers taking a ride in an Uber vehicle or waiting for their Uber Eats order. The ads will enable consumers to seamlessly interact with the Skittles website and add Skittles products to their Uber Eats shopping carts.

"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, on demand delivery, Mars Snacking. "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."  

"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 mindset," 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."

Currently the campaign is active in markets including Atlanta, Orlando/Daytona Beach, Houston, Cincinnati, Dallas, Phoenix/Prescott, Nashville and Melbourne, Fla.

Mars pilots robotic ice cream stores

Mars Snacking parent Mars Inc. has been experimenting with ways to innovatively perform direct-to-consumer (DTC) retail. In March 2023, the company launched a pilot to deliver ice cream using the Conjure fleet of robotic mobile stores.

Customers can order Mars brand ice cream goods from their smartphones with a single tap, using the proprietary Conjure mobile app. Within as little as two minutes, the automated shop will arrive. Customers can then use Conjure's checkout-free system to select their Mars ice cream products and walk away.