One of the most effective ways to announce new news to Americans, is to do it on the Super Bowl - the one moment when you have the attention of the nation focused on your stage. So that’s how we chose to introduce our expanded offering from Uber Eats - no longer were we just about delivering restaurant food direct to you, now we were about delivering anything - both food and non-food items as well.

The challenge was how to do this in a way that didn’t confuse our viewers. When we researched the offering, we frequently heard the same kind of feedback “Why would I buy a toothbrush from a place called Uber Eats?” Time and again we were told, this is too confusing. Buying non-food items from a brand with Eats in their name makes no sense, posing the strategic question -

How do you launch a new offering full of items you can not eat, from a brand called Uber Eats?

From here, the opportunity was clear: turn the problem of our name into the solution, and so Uber Eats / Uber Don’t Eats was born. We repositioned our expanded service into two separate categories - one you can eats, and one you can not eats. Clear as day.

Which made our logical starting point for announcing our new offering the introduction of: “Uber Don't Eats.” The very name itself peaks your curiosity, as anyone who has had even a lightly rebellious childhood will tell you.

And who better to bring this to life than a range of celebrities who ponder these very confusing questions on the regular? Jennifer Coolidge, Nicholas Braun (AKA Cousin Greg), Trevor Noah and the unstoppable Gwyneth Paltrow. After all, if we are talking about Eats and Don’t Eats, the creator of a Vagina Candle surely knows a thing or two. As Twitter went on to prove.