Skittles Cloudz launch dazzles Auckland commuters with colour
MARS has launched a new product, Skittles Cloudz, in New Zealand, accompanied by a digital campaign on the MetService website and a transformation at Britomart Station in Auckland.
The new product introduces a "soft-format twist" on the established Skittles brand, offering consumers a chewy variant described as texturally distinct from the original sweets. MARS has promoted Skittles Cloudz with a multi-channel approach targeting commuters and online audiences during winter.
Winter campaign
As part of the campaign, Britomart Station, the busiest train hub in Auckland, underwent a visual makeover. This activation provided free samples to commuters and incorporated a "colour therapy experience" intended to counteract the effects of winter on mood. The visual elements drew inspiration from both colour and taste therapy, aiming to lift the spirits of Auckland rail users during the season's shortest days.
The initiative also included a unique digital element: for a limited period, the MetService website displayed Skittles-themed weather updates. These updates presented typically straightforward weather information in a colourful, interactive format intended to stand out against the usual winter gloom. The campaign was designed to coincide with high rates of weather-checking during the colder months. According to MARS, this combination of visibility at physical locations and digital platforms is part of a broader strategy to reach consumers in both their daily commutes and online routines.
Product launch details
Skittles remains a popular choice among New Zealand consumers, with Kiwis purchasing more than one million bags of the original product last year. The launch of Skittles Cloudz marks the first new textural variant of the brand introduced in New Zealand since Skittles entered the market in 2003. The new product maintains the signature fruity flavours associated with Skittles while introducing a soft, bouncy texture.
"Kiwis aren't just looking for new flavours, they want new textures too. The new product reflects growing demand for new sensory experiences in confectionery. It offers a soft, bouncy chew that's completely different to the original, but still delivers those familiar fruity notes that Skittles fans love."
Shane Hammond from MARS highlighted the company's approach, stating, "Our takeover of Britomart Station was about more than just product, it's about creating a moment of brightness in people's everyday routine; connecting them with moments of everyday happiness."
Consumer engagement
The Britomart activation allowed Auckland commuters to be among the first in New Zealand to sample the new Skittles Cloudz. The digital takeover of MetService presented colourful weather updates which MARS described as designed to bring "an unexpected moment of cheer" for those checking forecasts during the winter months.
Hammond emphasised the campaign's focus on well-being and small, positive sensory experiences:
"We know that even small sensory experiences can make a difference to how people feel, especially during the darker months. If we can help bring a bit of joy and colour to someone's commute, then we've achieved something worthwhile."
He continued, "At its core, this is a reminder that well-being doesn't have to be complicated. Sometimes a burst of colour, a familiar taste or a light-hearted moment can help lift someone's day, and that's a powerful thing during winter."
MARS' campaign integrates physical and digital engagement, reflecting shifts in consumer expectations regarding brand interactions and the use of online platforms beyond conventional retail environments. The activation also demonstrates the use of behavioural insights, such as seasonal mood and weather-checking habits, in designing marketing campaigns that seek to create "micro-moments of joy" throughout consumers' daily routines.
