Fling Forever Is Overrated

Masterfoods Australia has launched a new chocolate product, Fling®, with an advertising campaign, “Forever Is Overrated”. A cartoon character princess nonchalantly says goodbye to a prince. It’s been good but there’s no guarantee it will last forever. She ducks inside to enjoy her Fling chocolate bar, with birds twittering through the window.

Prince farewells princess in Fling TV ad

Targeted at self-assured women in their late 20s and 30s, Fling’s premise is that it’s “only a light flirtation” and is “not full-on commitment”. It doesn’t last forever, unlike the predictable endings of fairytales, where everyone lives happily ever after. Hence the tagline: “Forever is overrated.”

The campaign was launched on 27 May and includes television, outdoor, “graffiti” and a sampling component organised by Traffik Marketing. Spreads in Famous and Who magazines will run in June. The launch of Fling is expected to be Masterfoods’ biggest since the debut of Twix in 1993.

Princess eats chocolate in Fling TV ad


The Fling campaign is being developed at advertising agency Clemenger BBDO Melbourne, by executive creative director James McGrath, creative director Emma Hill, art director Cameron Hoelter, copywriter Emma Hill, and agency producer Sevda Cemo.

Filming was directed by The Glue Society (Gary Freedman and producer Cath Chapel) via Sydney production company @Radical Media.

Post production The Lab, Sydney. Animation was done at Mad Cow Films, Sydney, by managing director Steve Trinbirth, producer Karen Emery, marketing director Sue Nutman, production designer Robert Qui, art director Darren Carney, storyboard supervisor Mark Sonntag.

Media was arranged by Starcom Worldwide.