'Chocolate Fling' Is The First Candy Bar From MARS in 20 Years
Going Like Sixty — April 2, 2009 — Marketing
References: csnews
You know what’s selling well in the recession? Luxury candy. Cadbury, Hershey’s and Nestle are all reporting strong sales, inspiring Mars to introduce the Chocolate Fling, a new candy bar, and their first in 20 years!
The marketing campaign plays off the name, with a tag line reading, “naughty, but not that naughty.”
The print ads for the Mars Chocolate Fling include pink type on a black background to continue the flirtatious tone, with headlines like “Pleasure yourself,” “Your boyfriend doesn’t need to know” and “Try it in public.”
The marketing campaign plays off the name, with a tag line reading, “naughty, but not that naughty.”
The print ads for the Mars Chocolate Fling include pink type on a black background to continue the flirtatious tone, with headlines like “Pleasure yourself,” “Your boyfriend doesn’t need to know” and “Try it in public.”
Trend Themes
1. Luxury Candy Sales - The strong sales of luxury candy in the recession present opportunities for introducing new and innovative candy products.
2. Creative Marketing Campaigns - The flirtatious and provocative marketing campaign for the Mars Chocolate Fling demonstrates the potential for using bold and attention-grabbing strategies to attract consumers.
3. Revitalizing Classic Brands - The introduction of the first candy bar from Mars in 20 years indicates the potential for rejuvenating established brands with new and exciting products.
Industry Implications
1. Confectionery - In the confectionery industry, there is an opportunity to explore and capitalize on the growing demand for luxury and innovative candy products.
2. Advertising and Marketing - The success of Mars' flirtatious marketing campaign highlights the potential for creativity and boldness in advertising and marketing strategies.
3. Brand Management - The revitalization of Mars' candy brand through the introduction of the Chocolate Fling presents opportunities for brand managers to rejuvenate and expand their product portfolios.
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