Win a Real Pony / CadburyIn 2008, Cadbury wanted an extraordinary promotion for their gummy candies Sugus—aimed at kids ranging from 4 to 10 years old. Back then, TV was the main media driver and we concentrated our efforts on finding a disruptive and desirable prize that would fit in a commercial break. No tricks, no traps. A real pony. Everybody was somehow reluctant, but after the first two focus group sessions in which the kids literally started to jump up and down their seats, we received green light from Cadbury. Needles to say, the campaign was a national success. The ending voice over asks “What it would be like to have a real pony?” The headline—written in kids’ slang—states “Sugus gives you a ‘for real’ pony”
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