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Pony Malta and MullenLowe SSP3 Want Girls to Define the Word ‘Girl’ in the Spanish Dictionary

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Malt-based drink marks International Girls’ Day by creating a dictionary showing that girls can define themselves

Pony Malta and MullenLowe SSP3 Want Girls to Define the Word ‘Girl’ in the Spanish Dictionary

When looking for the definition of ‘boy’ in the RAE (Spain’s Official Royal Institution for the Spanish Language), there are more than 5 different meanings. However, when looking for ‘girl’, there is no specific definition; it refers to its masculine counterpart.

For this reason, as a celebration of International Girl’s Day, MullenLowe SSP3 and Pony Malta created the campaign #GirlByGirls, a movement that seeks this definition from girls themselves.

To join this movement, girls must only use the hashtag of the campaign through their favorite social networks, showing what it means for them to be a girl. With these definitions, the brand will create a dictionary that will show that girls can define themselves.

"Pony Malta is a Colombian brand that inspires teenagers to be as good as they can be, therefore, we cannot let a celebration as important as International Girl’s Day go without carrying out a campaign that empowers them," says Juan Alonso Torres, marketing director of Pony Malta, AB InBev.

This is the second time Pony Malta has created a particular action to celebrate International Girls’ Day, after last year presenting “She Speaks”, an initiative where over 500.000 girls uploaded TikTok videos dubbing speeches of some of the most important women in history.

“Brand actions cannot be independent. And the creation of #GirlByGirls is the clear result of the empowerment purpose that we’ve been creating for Pony Malta over the past few years”. Say Diego Alejandro Muñoz and Juand David Pardo, ECDs of MullenLowe SSP3.

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Client

Advertiser: AB InBev Colombia

Brand: Pony Malta

Client: Juan Alonso Torres - NABs Marketing Director

Creative Agency

Creative Agency: MullenLowe SSP3

CEO: Francisco Samper

CSO: Carolina Mejía

Chief Business Officer: José Manuel Hoyos

Group Business Director: Fabiana Manzi

Executive Creative Director: Juan David Pardo / Diego Muñoz

Creative Director: Jorge Eliécer Pinto / Guillermo Siachoque

Art Director: Julián David González

Copywriter: Laura Daniela Rey / Valeria Benitez

Strategist: Juan Camilo Romero

Account Director: Daniel Salazar

Account Executive: Juliana Pardo

Digital Director: Jennifer Boshell

Head of Production: Jose Vicente Altamar

Music: Camilo Andrés Medina (Giraf)

Post Production: Bogotá Post

PR Agency: Dattis

PR Marketing Director: Dallán Arévalo

PR Marketing Analyst: Juliana Avellaneda

Categories: Soft Drinks, Carbonated Drinks

MullenLowe Brasil, Fri, 15 Oct 2021 06:41:00 GMT