Bad Luck Reverser

Refisal, Colombia's leading salt brand, connected with passionate football culture by tapping into a national superstition: tossing salt to reverse bad luck. Without costly sponsorships, they created Bad Luck Reverser special-edition salt packs, each featuring a team design. These single-serve sachets became good luck charms, distributed at fan touchpoints and strategically targeted using real-time data to reach struggling teams. This initiative authentically embedded Refisal into Colombian football culture through a clever, culturally rooted activation.