She's sexual, uninhibited — and only 85 calories. The "Fling" is the first new chocolate bar Mars has introduced in more than 20 years.

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.

The tag line on the package is "Naughty, but not that naughty." A TV spot starts with what looks like strangers having sex in a store dressing room. Currently the candy bar can be bought only California and online, but if all goes well, Mars is hoping women will be having Flings all across the country. But is this hyper-feminine, hyper-sexualized marketing coming on too strong?

"The overall campaign feels weird," Lisa Johnson says. "It feels creepy." Johnson is the co-author of Don't Think Pink: What Really Makes Women Buy — and How to Increase Your Share of This Crucial Market. She describes the marketing as a "full-frontal attack."

"The language of it has so much sexual innuendo, you could pack it into a trashy novel." Johnson says marketers are taking the connection women often make between chocolate and sensuality too literally. "There are other things you can do that can hit this note without banging on it."

Bowling says the campaign has been received well so far. Whether the Fling will keep calling itself a "finger," however, remains to be seen."


"Pleasure Yourself"? "Naughty, but not too Naughty?" FINGERS?!

BWAHAHAHA.

The tagline might as well read "She'll make out with you, but she's not a slut or anything! Not like those other whore candybars!"More Here...

Spin the bottle, yeah. Perfectly harmless game. We're drunk, we're rowdy. Up for anything. Any excuse, really, let's be honest.

So the bottle lands on these two girls and they get off with each other. Great, c'mon! Girl and girl. More shots get passed around. We get drunker.

The bottle lands on you. Your heart starts pumping. You're absolutely terrified. And they spin the bottle again. Who? Who? It's still spinning. You take another shot, just to have something to do with your hands, something to distract attention away from your expression.

The bottle stops.

It lands on him.

Well it would, wouldn't it? So you don't fuss. You both crawl into the middle of the circle. You hesitate, but he doesn't.

He grasps one hand on your neck; your blood pumps faster. Your lips meet and it's -- it's different. Harder, crushing, consuming. He feels like he's really there and you feel really there. And something inside you just clicks. And you know from the way that he touches you that he's clicked a long time ago. And you know from the way he grasps your shirt and pulls you closer that a lot more things will click tonight. And you realised that a part of you must have clicked a long time ago when you kissed the guy with the elfin face, when you kissed him and felt nothing. Not a whisper of a forefinger and thumb touching. Oh, it was easy to ignore the silence but now the silence has gone and all you can hear is loud persistant clicking and you are powerless beneath his fingers.

He releases you and you flush as you look around the stunned circle -- they all heard you click.