A spokeswoman said: "Research showed that while people love the taste of a Mars Bar, they can't put their finger on why - hence the phrase 'Pleasure you can't measure'."
A £7.5m TV ad campaign through Grey Worldwide featuring the strapline will break on April 21. The creative will focus on simple everyday pleasures.
In one execution a man on a bus is thrilled to find himself sitting opposite a beautiful girl, and is even happier when she gets off and another equally stunning girl takes her place.
The ads represent the latest effort by Mars to find a replacement for its 'A Mars a Day' strapline, which was ditched from TV advertising four years ago because it failed to appeal to women.
The TV push will run until the World Cup, and resume afterward along with a billboard and ambient campaign.
Five Mars Bar-coloured Mini Coopers - with a black exterior, red interior and gold rims - will be offered as prizes in a competition at Sainsbury's.
Waitrose will offer a prize of a chef for a night and Tesco is planning a 'Mars Bar Week' with in-store brand ads.
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