BAD LUCK REVERSER
Brand
REFISAL
Entrant Agency
NAME
Category
Print & Publishing
Award
Shortlist
Festival & Year
Cannes Lions (2026)
Case Study Details
REFISAL - BAD LUCK REVERSER (Case Study) | Campaign
Challenge: 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.
Inspiration: 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.
Idea: 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.
Growth: 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.
+72.8% sales lift vs prior year
3x more mentions than sponsoring brands
+15M packs and fortunes served
Agency: Bogota / VML, New York
Presentation Board
%)
Refisat
“A POWERFUL SYMBOL FOR FANDOM” “INTRIGUING AND IMPACTFUL” “TURNING SUPERSTITION INTO FANDOM” ““REFISAL GIVES FOOTBALL FANS A SHIELD”
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‘ONEFOOTBALL, FFUTBOLRED
Ales
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Football Fans Are
Superstitious by Nature
In Colombia, football and superstition go hand in hand. And 20 Leogue earns
luckily for Refisal, a local salt brand, one iconic ritual puts their #20 Racket Designs:
‘product right atthe center: throwing salt over the left shoulder
to reverse bad luck. So, we brought that tradition into football
English
“translation
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PINGHowe
TL ea
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The Salt Sachet That Made Its
Way into Football Culture.
We created the ultimate good luck charm for fans —special-edition
single-serve salt packs representing every team in the Colombian
league. Using real-time data on losing streaks, we identified the
fans who needed it most and distributed the packs in every city
at sports bars, through delivery apps, and stadiums.
|
A Good Luck Charm for Every Game.
To ensure luck was always at hand, every salt pack was made
shoppable through e-commerce and key etal. The campaign was
amplified across media, prompting fans to shift their fortune before
every match. By redesigning a small, analog, salt sachet, Refisal
didn't just steal the attention in every game—it became a part of it.
Of Sales Lift more mentions than Packs
+2 fioe. Jee EIGM Eee
Served
