Ladies, Mars Wants You to Have a Fling

'Naughty' new candy bar has really, really, really suggestive ads
By Katherine Thompson,  Newser Staff
Posted May 17, 2009 1:48 PM CDT
One of the promotional images for Mars's new Fling candy bar. An advertising expert finds the campaign more "trashy" than seductive.   (Courtesy of Taylor Global Inc.)
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(Newser) – Mars has introduced its first new candy bar in 20 years—and a racy marketing campaign to go along with it, NPR reports. The Fling is a "chocolate finger" of meringue and truffle painted with a "shimmering" chocolate coating, and both the 85-calorie size and the very pink, faux scandalous advertisements are aimed squarely at women.

From a commercial that seems to open with strangers having sex in a dressing room to the campaign's slogan—"Pleasure yourself"—some think that Mars is coming on too strong. "The overall campaign feels weird, it feels creepy," says the author of a book on marketing to women. So far, the Fling is available only in California.