Pleasure yourself ladies… with Fling!

18 05 2009


With what you ask?  With Fling, a new feminine chocolate bar made by Mars specially for women.  (But Twix is my favorite chocolate candy bar!!  What’s wrong with that?!  Is it too manly?  And since I’m not a dude, am I not man enough for it?)


Fling is the first new chocolate bar that Mars has introduced in 20 years.  It’s just for the ladies – hence the pink wrapper, the pink “Pleasure Yourself” promotional post cards, the “Naughty, but not that naughty” tag line and the fact that it has only 85 calories!  The chocolate bars also apparently have glitter on them – Ew!  Who would eat glittery chocolate?  So far it’s only sold in California and on the internet, but if it gets popular enough as Mars hopes it will, it will start selling nationwide.

Of course all women go crazy over the color pink, especially if there’s glitter.  If we see something sparkly or pink we will run straight at it and buy it.  But dudes won’t go near it because it’s “too girly.”  Fling is naughty because women aren’t supposed to indulge and eat chocolate or desserts (but everyone knows that women will do anything for chocolate!).  But it’s “not that naughty” because it’s only 85 calories!  Under 100, not bad!   Oh, it’s also naughty because women aren’t really supposed to be sexual, express sexual desire, or pleasure themselves (aka masturbate) for that matter.

The marketing language it uses is chock full of sexual innuendos.  From NPR:

Wrapped in a shiny pink and sliver package, this delicate “chocolate finger” is intended for women. The word “finger” is an industry term for a long, slim confection, Mars spokesman Ryan Bowling says, but with ads that invite you to “Pleasure yourself” in pink lettering, consumers might come to other conclusions.

Hmm…female masturbation?  It seems like Mars is taking the supposed connection between chocolate and sensuality way too literally and seriously.  And instead of being an effective marketing tactic, it’s actually pretty laughable.  What’s also laughable are the super pink t-shirts they also sell.  One of them says: You’ll never forget your first time, and another says Try it in public.  Oh geez.  Major eye roll.

As Cara writes on Feministe: “Why don’t think just change the slogan to ‘skinny chicks masturbate with low-fat chocolate; and get it over with?  It might even add a bit of subtlety.”  LOL.  Why don’t they?



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