Can a pinch of salt change the fate of a soccer match? In Colombia, Refisal and creative agencies VML New York and Name Colombia are putting that superstition to the test with “Bad Luck Reverser”—a campaign that transforms salt from an everyday kitchen staple into a game-changing fan ritual.
For die-hard sports fans, superstitions aren’t just rituals—they’re game-day essentials. From unwashed jerseys to assigned seats, anything can tip the balance in their team’s favor. But in Colombia, tossing salt over the left shoulder to ward off bad luck has made its way from the kitchen table to the soccer stadium.
Now, Refisal—the country’s leading salt brand—is embracing this tradition head-on, giving fans a way to “break bad streaks” and reverse the score—one salt shake at a time.
The campaign introduces limited-edition Refisal salt packs featuring designs for each of Colombia’s 20 pro league teams and the national squad. Available in sports bars, restaurants, and partner stores, these collectible packs give fans a tangible way to take luck into their own hands.
But Refisal isn’t just sitting back and hoping for good fortune. Using real-time data, the brand will track losing streaks, injuries, and bad performances—then target struggling teams with specific salt packs designed to give them a much-needed boost. And when disaster strikes on the field? Refisal will fuel the conversation across social media, tapping into the emotions of fans who just need a little luck on their side. Watch below:
Making an Impact Without Million-Dollar Sponsorships
Unlike major brands that pour millions into official sports sponsorships, Refisal is proving you don’t need a logo on a jersey to own a moment.
“Major sports sponsorships are usually dominated by brands with massive budgets,” says Manuel Borde, Global CCO, Commerce, VML. “But we tapped into a ritual rooted in soccer and popular beliefs, giving a new meaning to the product as a symbol of luck.”
For Brinsa’s Brand & Advertising Director, David Pulido, it’s about being where fans already are, “Refisal has always been on the tables of soccer fans, but with this special edition, we want to be by their side when it matters most. 18 million salt packs will be distributed across the country so fans can reverse their team’s bad luck—one pinch at a time.”
Mario Lagos, Founder & CCO of Name, sums it up best, “If Refisal can improve the taste of their meals, why can’t it improve their team’s luck too?”
A Campaign Fueled by Passion & Belief
Running from March to June 2025, the “Bad Luck Reverser” campaign will reach fans via influencer marketing, social media, OOH, and exclusive Colombian soccer TV spots. It’s proof that brands don’t need stadium sponsorships to win over fans—just the right idea, at the right moment, with the right dose of belief.
So, will Refisal’s salt packs turn the tide for Colombia’s most desperate teams? Fans will just have to shake, toss, and hope for the best.
CREDITS:
BRAND: Refisal, Brinsa
- Vice President of Mass Consumption: Santiago Rivas
- Home Care Business Director, Brinsa: María Paula García,
- Business Director, Brinsa: Mariana Villegas
- Brand & Advertising Director, Refisal: David Pulido
AGENCY: Name Columbia & VML New York
- Global Chief Creative Officer, Commerce at VML – Manuel Bordé
- Founder & CCO at Name – Mario Lagos
- Executive Creative Director at VML New York – Oswaldo Sa
- Group Creative Director at VML New York – Alberto Triana
- Associate Creative Director at VML New York – Felipe Menezes
- Founder & Managing Director at Name – Natalia Pérez
- Business Lead at Name – Isabella Copello
- Business Manager at Name – Daniela Castellana
- Ilustrator: Pevě Azevedo
- Art Director at VML New York – Maria Camila Cabra
- Art Directors at Name – Sebastian Romero, Heynner Herrera
- Copywriter at Name Colombia – Juan Pablo Ospina
- Creative Motion & Video Editing Director at VML New York – Lucas Pimenta
- Motion & Content Designer at VML New York – Jonathan Bolivar
PRODUCTION COMPANY: Akira Cine
- Executive Producer: José Vicente Altamar
- Sound Design: Diego Caceres
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