BAD LUCK REVERSER | Refisal | 2025
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Refisal has been Colombia’s leading salt brand for generations and even though they are far from being the “underdog” in their own category, they are pretty much an outsider brand in the world of football. The brand doesn’t officially sponsor any football team or football league, due to the high costs this implies.
We tapped into a well-known cultural ritual—throwing salt to ward off bad luck—and brought it to the world of football. To give fans a way to help reverse their team’s losing streak, we created special-edition, single-serve salt packs featuring all 20 teams in the Colombian league. Each design fit into just one square inch of media space, turning everyday salt into a collectible good luck charm. By using real-time data on team performance, we targeted fans when they needed hope the most—creating an authentic, culturally rooted connection with football, without spending a cent on sponsorships.
Case Film
20 team packs w/ illustrations by Peze Acevedo.
Turning the overlooked salt satchet into a new square inch media space.
