Refisal gives football fans the Bad Luck Reverser
VML New York and Name Colombia present Bad Luck Reverser by Refisal, turning superstition into fandom.
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Sports and superstition go hand in hand for fans...
Whether it’s wearing a lucky jersey, sitting in the same spot every game, or refusing to wash a shirt after a win, fans will do anything to help their team win. But one-well known superstitious ritual, throwing salt over the left shoulder to ward off bad luck, has found a new home in Colombia’s stadiums.
Refisal, Colombia's leading salt brand alongside creative partners VML New York and Name Colombia is tapping into this powerful superstition with Bad Luck Reverser, a campaign that seamlessly combines tradition, passion, soccer and unwavering fan engagement, without spending millions on official sponsorships.
When teams face a challenge like an injury or bad performance, the simple grain of salt becomes a gesture of hope through Bad Luck Reverser. The campaign elevates salt from an everyday ingredient, to a tool that fans can use to break bad streaks, reverse scores and, who knows, maybe even change the team’s future.
Credits
View on- Agency Name/Bogota
- Production Company Akira Cine/Colombia
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Credits
View on- Agency Name/Bogota
- Production Company Akira Cine/Colombia
- Ad Agency VML/New York
- Chief Creative Officer Mario Lagos
- Art Director Heynner Herrera
- Art Director Sebastian Romero
- Copywriter Juan Pablo Ospina
- Executive Producer Jose Vicente Altamar
- Chief Creative Officer Manuel Borde
- Executive Creative Director Oswaldo Sa
- Group Creative Director Alberto Triana
- Associate Creative Director Felipe Menezes
- Art Director Maria Camila Cabra Donoso
- Sound Design Diego Caceres
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Credits
powered by- Agency Name/Bogota
- Production Company Akira Cine/Colombia
- Ad Agency VML/New York
- Chief Creative Officer Mario Lagos
- Art Director Heynner Herrera
- Art Director Sebastian Romero
- Copywriter Juan Pablo Ospina
- Executive Producer Jose Vicente Altamar
- Chief Creative Officer Manuel Borde
- Executive Creative Director Oswaldo Sa
- Group Creative Director Alberto Triana
- Associate Creative Director Felipe Menezes
- Art Director Maria Camila Cabra Donoso
- Sound Design Diego Caceres
The campaign features a collection of special edition designs featuring one of the twenty Colombian league teams and the national team, transforming salt packs into a must-have collectible for fans. Available in sports bars, restaurants and partner stores, these packs will reach fans at key moments during matchday.
Refisal will also use real-time data on losing streaks and unlucky performances to identify the teams that need the most luck. Based on the statistics of the league and the team's performance, Refisal will target those losing teams with the specific packs and contingent on what's happening during each game of the tournament, Refisal will communicate on social media (losing streaks, injuries, bad performances, etc).
The campaign will run across social media including influencer marketing, OHH, and exclusive Colombian soccer television media during the campaign period, March to June 2025.
Manuel Borde, Global CCO, Commerce, VML said: “Major sports sponsorships are usually dominated by brands with million-dollar budgets. But this collaboration between VML New York and Name Colombia proves that a brand doesn't need an official sponsorship to authentically connect with fans. We tapped into a ritual rooted in both soccer and popular beliefs, giving a new meaning to the product as a symbol of luck.”
David Pulido, Brand and Advertising Director, Brinsa adds: “Refisal has always been on the tables of soccer fans, but with this special edition we want to be by their side.That's why more than 18 million salt packs will reach our partners so that fans have the chance to reverse their team's bad luck with Refisal. We want the brand to be part of the passion that moves millions.”
Mario Lagos, Founder & CCO of NAME adds: “The power of this campaign is in transforming a popular culture ritual into a tangible experience that connects fans with Refisal. In those moments when they feel like everything is going wrong with their team, we give them a small gesture to believe in luck. If Refisal improves the taste of their dishes every day, why can't it also improve their team's luck?”
