Turning Product Into Symbol of Luck
An old-fashioned superstition — throwing salt over the left shoulder to ward off bad luck — has found a new purpose in Colombia’s sports stadiums. Refisal, Colombia’s leading salt brand with creative partners VML New York and Name Colombia are turning superstition into fandom with “Bad Luck Reverser” salt packs.
The campaign features a collection of special edition designs featuring one of the twenty soccer teams and the national team, transforming salt packs into a collectible for fans. Available in sports bars, restaurants and partner stores, these packs will reach fans at key moments during match day.
Refisal will use real-time data on losing streaks and unlucky performances to identify the teams that need the most luck, targeting losing teams with packs specific to the luck they need to turn it around.
The campaign elevates salt from an everyday ingredient to a tool that fans can use to break bad streaks, reverse scores and maybe even change the team’s future.
“Major sports sponsorships are usually dominated by brands with million dollar budgets. But this collaboration between VML New York and Name Columbia 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,” says Manuel Borde, Global CCO, Commerce, VML.
The campaign will run across social media including influencer marketing, OHH, and exclusive Colombian soccer television media during the campaign period of March to June 2025.
