You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Mars Encourages Women to Have a Fling First New Brand From Candy Giant in Almost 20 Years Rolls Out With Fewer Calories and Plenty of Double Entendres By Rupal Parekh, Published on March 27, 2009 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.