AdNausea

But not that naughty.

I am a big fan of candy bars. I am also a big fan of candy bar advertising - everything from Cadbury’s short film commercials to Twix commercials asking if you need a moment. You know what I like just as much as candy bar commercials? Chocolatey sexual inuendos and hazelnut double entrendes. So, it seems fit that I’d love Fling, the newest candy brand from Mars (who’s last new brand was Twix, revealed nearly 20 years ago.)

BBDO New York is on this project like you wouldn’t believe - the first commercial (viewed here) makes me smile at it’s simplicity. It’s sexy and funny. And, as you’ll see soon enough, Fling has print ads toting phrases like “Your boyfriend doesn’t have to know,” “It isn’t cheating if you don’t feel guilty” and “Pleasure yourself.” How awesome is that?

Mars has revealed Fling to be a low-calorie (170 calories per stick), low-cost (79 cents each) chocolate truffle bar in three delicious flavors (dark, hazelnut and milk chocolate), meant for women to enjoy. It appeals to single women, unhappy women, young teenagers who want to be single, unhappy women. And yes, it’s a bit reminiscent of Tab - the soda that re-vamped itself as a pink, bubbly low-calorie, women-only trend drink.  Apparently it was introduced in Australia with this original packaging, simple and elegant with the tag line “Chocolate with no strings attached” which is a nice direction to run with it, I think.

But it came to America with a few small changes in design and it’s marketing position. The original wasn’t girly enough, so I introduce bright, hot pink packaging! It also features shimmering pink “mica” dust on each candy bar (which are like twix in that they are 5 inches long and there are two “fingers” per wrapper.)  And the new slogan on the wrapper is “Naughty, but not that naughty.”

I absolutely love the description of the candy (which also lets you know how girly it is) because it uses words like “delicate, subtle, enrobed and shimmering.”  Now, this bar is only available in California for the time being (and Australia, where it debuted and I don’t think I’ll get a chance to visit either of them) so I can’t testify to the quality of the chocolate or the taste of it. I can say that so far, I like their advertising and can’t wait to see what else they come out with. It’s a pun, but it has to be said - I hope the name doesn’t hint at how long the candy bar will be popular - let’s hope it’s not just a fling. Ha ha.

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