Uber and Lyft users in the US will now be able to purchase snacks and refreshments while they're on the road, thanks to a collaboration between Coca-Cola and rideshare supplier Cargo.
With passengers expected to increasingly opt for ride-sharing and even self-driving solutions between 2020 and 2040 a new captive audience has emerged for advertisers seeking to target people getting from A to B. Lyft and Uber will be the first firms to capitalise on this and target passengers with in-car beverages and treats.
The ordering process will be handled within the Cargo app.
John Carroll, vice-president and general manager of e-commerce for Coca-Cola, explained: “People are spending more and more time in their cars and in ride-sharing vehicles, and we want to be there. We look at this as a first step.”
A trial of this system will take place in Atlanta first with passengers able to order toys and mobile phone chargers, as well as food and drink.
In the UK, meanwhile, Coca-Cola is playing up its heritage as it seeks ways to revitalise sales and offset the so-called sugar tax.