Mars peeled back the wrapping on its support for Bounty this week, as the first round of a £4.5m TV ad campaign kicked off. The ad, which will run throughout the year, features a young, female Bounty eater whose imagination runs wild at the sight of a book cover showing a handsome, tattooed Tahitian man. It develops last year's storyline and builds on the campaign's Experience the Exotic' theme. Other promotions are planned for mid June, along the lines of last year's on pack Bounty promotion to win an exotic holiday. {{P&P }}

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