Mars' Sensual Campaign for ‘Fling,' a Candy Bar for Women
Vincent Salera — March 29, 2009 — Marketing
References: adage
The last time Mars launched a new candy bar was 20 years ago with the very popular Twix bar. As of next week, Fling, a low-calorie chocolate bar aimed at women, will hit the store shelves.
The Fling commercial takes place inside a unisex dressing room. In the ad, a woman appears to enter one stall occupied by a man. As they both begin to get undressed, we get the impression that they are about to, well, you know...
The camera then pans over the top of the fitting rooms to reveal two separate dressing rooms. The man struggles with his clothes, while the woman continues to enjoy her Fling candy bar.
The Fling commercial takes place inside a unisex dressing room. In the ad, a woman appears to enter one stall occupied by a man. As they both begin to get undressed, we get the impression that they are about to, well, you know...
The camera then pans over the top of the fitting rooms to reveal two separate dressing rooms. The man struggles with his clothes, while the woman continues to enjoy her Fling candy bar.
Trend Themes
1. Sensual Advertising - Opportunity for disruptive innovation in creating provocative and attention-grabbing ad campaigns for products targeted at specific demographics.
2. Gender-specific Candy - Opportunity for disruptive innovation in developing specialized food products that are marketed towards specific gender groups.
3. Low-calorie Indulgences - Opportunity for disruptive innovation in creating low-calorie versions of indulgent treats to cater to health-conscious consumers.
Industry Implications
1. Advertising - Opportunity for disruptive innovation in the advertising industry to create campaigns that push boundaries and generate buzz.
2. Food Manufacturing - Opportunity for disruptive innovation in the food manufacturing industry to develop and market gender-specific food products.
3. Health and Wellness - Opportunity for disruptive innovation in the health and wellness industry to create low-calorie alternatives to popular indulgent foods.
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