• Ad Age, Monday, March 30, 2009 11:45 AM

Mars is preparing to launch Fling, its first new candy brand since Twix nearly 20 years ago, with a campaign that positions it as "Naughty, but not that naughty." The low-calorie chocolate bar is aimed at women.

Fling looks a bit like a light version of Twix, Rupal Parekh and Emily Bryson York report -- two five-inch-long "fingers" that weigh a little more than an ounce. Each has a crisp layer of merengue wafer, topped by a whipped truffle, then dipped in chocolate. It's available in milk chocolate, dark chocolate and hazelnut.

The first commercial from BBDO, New York, breaks next week. In it, a woman appears to enter a dressing room occupied by a man. The two undress and proceed to act naughty. But then the camera pans the top of the rooms to reveal they are actually in two separate units as he struggles with his clothes and she secretly nibbles on a Fling. Print work for the brand declares, "It's not cheating if you don't feel guilty," "Your boyfriend doesn't need to know," and "Pleasure yourself."

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