Pony Malta is sort of like the Mountain Dew of Colombia. A soft drink that wants kids to get active. But with kids turning more to gaming and less to sports, they needed to reach young Colombians where they were in an exciting way that could break through on social.

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In short, they wanted to give young Colombian gamers a kick in the pants.

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We thought, what if they could give them pants that could kick themselves? And for some reason, they went with it.