Bounty is associated with the slogan “The Taste of Paradise.” The chocolate bar’s advertising links its coconut filling and tropical imagery with an imagined escape to an idyllic island setting.
Mars introduced Bounty in the United Kingdom in 1951. It consists of a coconut filling covered in chocolate, and it has traditionally been sold in milk-chocolate and dark-chocolate versions, with wrapper colors helping distinguish them in many markets. The product is especially connected with palm trees, beaches, and blue water in television advertising.
The slogan can be confused with general tropical advertising for other coconut products, but “The Taste of Paradise” is specifically identified with Bounty. Bounty’s availability varies by country, and the bar has not had exactly the same formulation or packaging everywhere. Its distinctive coconut center is the key product feature behind the slogan’s paradise theme.