Cadbury wanted an extraordinary promotion for their Sugus gummy candies. 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 kids literally started to jump up and down their seats, we received the green light from Cadbury. Needless to say, the campaign was a national success.
The ending voiceover asks “What it would be like to have a real pony?”