FLING knew that Australian women are obsessed with celebrity sex lives! Not only would this strategy guarantee their attention but here a FLING would always be seen in a good light. The keys to this land were held by powerful magazines. In order to cut-through in a memorable way FLING sought to create alliances with their editors and add value for their readers. The name FLING had to be on everyone’s lips. FLING’s editorial alliances achieved unprecedented levels of content adaptation! We convinced editors to send-up their own precious content, taking light-hearted peeks at celebrity flings. We worked with them to integrate advertising messages into regular content and designed bespoke editorial to create cut-through in a memorable way. Each magazine editor brought FLING to life in a unique way, and each touch point added another layer to make FLING’s launch truly memorable.

Targets smashed: 2nd highest ever advertising awareness for any Mars brand (41%), 20% trial, Number 7 bar within 4-weeks!2.5m magazine exposure for $0.7m investment!Delighted client: 'XXXX extended FLING’s communication far beyond expectations, with seamless integration into celebrity worlds'. …and they lived happily ever after!!!!