In Colombia, football and superstition go hand in hand. Refisal turned a common ritual into the ultimate good luck charm, helping fans reverse bad luck and build excitement around their favorite teams.
Bad Luck Reverser
Turning a simple pinch of salt into Colombia’s ultimate good luck charm for football fans, Refisal reversed bad luck and sparked nationwide excitement
Klient
- Refisal
Office
- New York
Football fans in Colombia are deeply superstitious, with rituals like throwing salt over their left shoulder to reverse bad luck. Refisal sought to connect with these fans by tapping into this cultural behavior while building brand love during football season.
Superstition is universal, but in Colombia, it’s especially tied to football. Refisal wanted to leverage this shared belief to create an engaging campaign that resonates with fans across the country.
Refisal created salt sample packs designed as good luck charms for football fans. Each pack featured branding for one of the 20 teams in Colombia’s premier league, plus a special edition for the National Team. The salt was meant to be used two ways: half for food and half to toss for good luck before every game.
The campaign launched through retail stores, restaurant partners, and delivery apps, targeting cities with the worst losing streaks. It was amplified via social media blitzes featuring popular sports influencers, former players, and commentators, alongside live TV broadcasts and in-stadium activations.
The campaign generated significant buzz among football fans, fostering brand love for Refisal while connecting with audiences on a cultural level. It united fans around one passion: football, while reinforcing Refisal’s role in both food and tradition.
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