Mars Snacking Builds Out Branding, Delivery Services for Skittles Products
Mars Snacking is launching a new brand experience for snack fans by providing Skittles product ads to Uber and Uber Eats users.
In select markets, Mars Snacking will spotlight interactive ads for Uber journeys and post-checkout experiences, allowing passengers and customers waiting for their Uber Eats orders to engage with the Skittles website. Users can also 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,” said Tom Manktelow, senior manager, on demand delivery, Mars Snacking, adding that the aim of the Uber partnership was to “unlock the impulse nature of the snacking category online” by engaging consumers in new ways.
This is not the first time Mars has branched into delivery services. Last year, the company made its entire portfolio available for same-day delivery through Instacart.
Snack Time: Brands Take a Bite of Popular Category
The move represents a strategic step for Mars Snacking, as the company strives to sustain digital growth and explore new ways to deliver a seamless, holistic shopping experience to consumers – especially in the fast-growing snack category.
Consumer habits have shifted towards snacks post-pandemic, with shoppers increasingly opting for smaller, on-the-go options. In fact, a recent survey from Mondelez shows 55% of adults reporting a higher likelihood to eat a snack across all three standard mealtimes.
In perhaps the biggest news for the category, the company formerly known as Kellogg recently finalized its split into Kellanova and WK Kellogg, the former of which has become a global snack conglomerate for brands like Pringles, Cheez-It, Pop-Tarts, Rice Krispies, and Eggo.
