MARS Skittles Cloudz Launch Brings Colourful Winter Cheer to Auckland

Auckland commuters were greeted with a surprise burst of colour as MARS launched its newest confectionery innovation, Skittles Cloudz, through a high-impact Britomart Station takeover and a nationwide campaign. The soft and chewy twist on one of New Zealand’s most-loved confectionery brands delivered both a sensory experience and a dose of winter positivity.

A Flavour and Colour Burst at Britomart Station

Thousands of travellers passing through Auckland’s busiest transport hub experienced a striking visual installation as Skittles brought its Taste the Rainbow campaign to life. Alongside the colourful displays, commuters enjoyed free samples of the new Skittles Cloudz, marking the product’s debut in New Zealand. The activation drew inspiration from colour and taste therapy, aiming to lift moods during the darker winter season.

Introducing Skittles Cloudz

For the first time since Skittles launched locally in 2003, Kiwis can enjoy a new format of the classic treat. Skittles Cloudz offers a soft, bouncy chew that is texturally distinct from the original, while still delivering the brand’s signature fruity flavours. Shane Hammond of MARS noted that consumer demand in New Zealand is increasingly driven by the desire for new sensory experiences in confectionery. The launch directly answers that demand, blending nostalgia with innovation.

MetService Partnership Extends the Colourful Campaign

Beyond Britomart, Skittles extended its campaign by partnering with the country’s most visited weather website, MetService. For a limited time, New Zealanders checking weather updates were greeted with a Skittles-themed forecast, infusing everyday routines with playful colour. This digital extension reinforced the campaign’s mission to brighten Kiwis’ winter days through simple yet uplifting experiences.

National Media Coverage

The launch caught the attention of leading media outlets, further amplifying awareness across the country. Media reports highlighted how the Skittles Cloudz campaign cleverly merged marketing creativity with consumer well-being during the gloomiest part of the year.

A Market Leader in New Zealand Confectionery

Skittles continues to hold a strong position in the New Zealand market, with more than one million bags consumed nationwide last year. The launch of Cloudz builds on that popularity by offering consumers something new while reinforcing the brand’s playful personality.

The Role of Sensory Experiences in Consumer Well-being

MARS emphasised that the launch was about more than just a new product—it was designed to create small moments of happiness. “We know that even small sensory experiences can make a difference to how people feel, especially during the darker months,” Hammond explained. “If we can help bring a bit of joy and colour to someone’s commute, then we’ve achieved something worthwhile.”

Impact PR and FMCG Marketing Expertise

Behind the scenes, the campaign benefited from the strategic support of Impact PR, a leading PR agency in Auckland with deep experience in FMCG marketing. The agency’s directors, Mark Devlin and Fleur Revell, have decades of experience shaping brand stories for some of the world’s most recognisable consumer goods companies. Their approach combines strong media relationships, insight into consumer behaviour, and a focus on storytelling that resonates with everyday experiences.

Impact PR has worked extensively with FMCG brands across categories such as food, beverage, health, and lifestyle. The team understands that success in this sector is about more than just product features—it requires creating emotional connections that influence purchasing decisions. Campaigns like the Skittles Cloudz launch show how carefully designed experiential activations, supported by earned media and digital storytelling, can elevate a brand from a household name to a cultural talking point.

The agency’s philosophy emphasises three key pillars: innovation, integration, and impact. Innovation means finding new ways to bring products to life through activations, content, and partnerships. Integration ensures that campaigns are consistent across touchpoints—from in-store displays to digital channels. Finally, impact is about results: securing national coverage in outlets building consumer awareness, and ultimately driving sales uplift for FMCG clients.