Confectionary giant Mars may have found a new way to create the hype without necessarily having to worry about the high maintenance cost of celebrity talent.
It has created a fictitious band called Starburst - named after its sweet brand - to belt out a single that has since zoomed up the charts.
Predictably laden with puns, 'Get your juices going' still managed to hit number 28 on Australia's singles chart.
Mars didn't stop with the single. With its teen audience target, the candy giant also rolled out a de rigeur music video.
Actually, it was Mars' now ex-agency D'Arcy which orchestrated the single.
D'Arcy had initially wanted to hold off letting people know - at least until the TV commercial broke - that they were humming along to an ad campaign.
In the end, the more is more maxim won out. The CD cover was filled with images of Starburst sweets.
Which may explain why the band behind the sappy song opted to do a disappearing act.
Diary hears that the band, comprising of respectable musicians, declined to be connected with the single, fearing that they wouldn't live down this sticky reputation. Clearly this wasn't a consideration for past manufactured bands like the Spice Girls and Milli Vanilli.
