2022

Pony Malta - GIRLS DEFINE GIRL

Entrant

Anheuser-Busch InBev

Category

Strategic Program - Comm / Marketing Campaign

Client's Name

Country / Region

United States

The Royal Academy of the Spanish Language, the official body in charge of defining the language, doesn’t have a proper definition of the word “Girl.”

That’s right. No definition at all.

So, for Pony Malta – one of Colombia’s most recognized non-alcoholic beverage brands from ABInBev focused on empowering girls and teens to bring out their best – they couldn’t stand by and keep girls out of the conversation.

They wanted to find a way to let girls define themselves. And they succeeded.