MARS Launches New Skittles Cloudz With Met Service Website And Britomart Takeover
Thousands of Auckland commuters experienced a colour and flavour burst with a visual takeover of Britomart station to launch new Skittles Cloudz, a soft-format twist on one of New Zealand's most loved confectionery brands.
Kiwis consumed over one million bags of original Skittles nationwide last year, and now for the first time since they were launched in 2003, global FMCG giant MARS is introducing a new chewy, textural twist on the familiar fruity favourite to the local market – Skittles Cloudz.
As part of the product launch, Auckland commuters trialling the free product benefited from a colour therapy experience designed to combat the emotional toll of winter.
The Skittles 'Taste The Rainbow' colour burst, at the city's busiest train station, took inspiration from colour and taste therapy to help lift moods during the darkest part of the year.
To further amplify the launch, Skittles has also taken over the MetService website, bringing a burst of colour to the country's most-visited weather destination. For a limited time, weather updates on metservice.com were presented through a vibrant Skittles-themed lens, merging the nation's daily weather habits with a playful twist on the brand's 'Taste the Rainbow' campaign.
The creative activation brought an unexpected moment of cheer to Kiwis checking the forecast during the winter gloom, reinforcing the Skittles Cloudz campaign's mission to brighten up the season.
Shane Hammond from MARS says Skittles remains one of New Zealand's most popular confectionery products, with strong nationwide demand year-round.
Hammond says as part of the display Auckland commuters were among the first in the country to try Skittles Cloudz the first textural variation of the brand to be launched in NZ.
'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.'
'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..
'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.'
'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.'
Credits
Client – MARS
Erin Sing, Senior Manager, External Communications and Public Affairs ANZ
Monique Brooks, Senior Brand Manager
Grayson Munroe, Project Acceleration Manager
EssenceMediacom – Client Management & Campaign Coordination
Brita Barton, Account Executive
Janelle Fernandes, Associate Planning Director
Courtney Barnett, Group Business Director
Farrimond – Britomart Sampling
Vanessa George, Group Account Director
MediaWorks – Britomart Agency
Lisa Howard, Group Account Director
MetService – Website Activation
Nathalie O'Toole, Key Account Manager
Nicola Cornish, Graphic Designer
Public Relations
Fleur Revell-Devlin, Director, Impact PR Auckland
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