Mars gets frisky with Fling

03/30/2009 | Advertising Age (tiered subscription model)

Mars is introducing its first new candy in nearly 20 years, a low-calorie chocolate bar called Fling. The company is working with Agency.com, Taylor and BBDO, New York, to get across its "naughty, but not that naughty" message, with print lines that include, "It's not cheating if you don't feel guilty."

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