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Does Mars cross line with FLING campaign? May 24, 2009

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Mars candy is producing a new “chocolate finger” – in a trendy pink and silver package – targeting women. In a more unconventional campaign, however, Mars invites consumers to “pleasure yourself” with a candy bar that is “Naughty, but not that naughty.” The hyper-sexualized marketing, some say, is coming on too strong, and the product’s first video advertisement is receiving a lot of criticism. The spot, which starts with a man and a woman apparently having sex in a dressing room, is being attacked by feminists and ad experts alike for a lack of creativity.

For more information on the FLING campaign, including the company’s strategy and the first commercial that’s being deemed too controversial, see the following videos:

Discussion Questions:

1.  Do you feel that the advertising for FLING is indecent?  If so, what is it about the above ad that makes you feel uncomfortable?

2.  What is the target audience for this advertising?  Why do you think Mars suspects that sex appeals are the best way to reach that audience?

3.  If you were hired as a consultant for this campaign, what kind of changes would you recommend?

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Comments»

1. Local Marketing - May 24, 2009

I think that a lot depends on when it will be shown. I don’t necessarily think its appropriate for all ages but after 10 o’clock why not show it.


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