I disagree that making something pink and glittery is inherently patronizing or insulting, however. At least, it is no more disagreeable than videogame manufacturers, for example, using the gore-n-babes strategy to attract certain young males to their products.

Whether or not all females like pink & girly isn’t necessarily what the marketer should be focused on, rather, the focus should be whether the segment who really does like pink & girly is being catered to most effectively by their efforts.

Having said that, I just checked out some of the television ads they are playing for the “fling,” and in my opinion this is a terrible execution of whatever MARS had in its collective mind. On top of the bar being pink and glittery, the ad campaigns for it are over-the-top with sexual innuendo… for a candy bar no less! Personally, I’d rather just eat the thing, not have a sexual attachment to it!

I suppose we’ll see if this bar is still around beyond a few more months!

For sure we won’t see many men buying a “Fling” chocolate – unless the’re buying it for their girlfriend maybe. Whether chocolate is the right product to be feminizing or if you’re better off with a generic approach I’m doubtful. But I guess time will tell….