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.”
Key Themes Behind This Trend
- Luxury Candy Sales
- The strong sales of luxury candy in the recession present opportunities for introducing new and innovative candy products.
- 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.
- 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.
Where This Applies
- Confectionery
- In the confectionery industry, there is an opportunity to explore and capitalize on the growing demand for luxury and innovative candy products.
- Advertising and Marketing
- The success of Mars' flirtatious marketing campaign highlights the potential for creativity and boldness in advertising and marketing strategies.
- 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.
