When soccer gets a pinch of salt

by Maud Largeaud , AdForum

Salt brand Cris-Sal would have loved to support the Ecuadorian team during the FIFA World Cup qualifiers. Unfortunately, salt is considered unlucky in Latin American culture. But thanks to Paradiset DDB, the brand managed to turn the idea on its head: by supporting Ecuador’s rival teams during each qualifying match. And the bad luck spread by the highly visible outdoor and digital “sponsorship” seemed to rub off, because Ecuador made it through every round to qualify for the World Cup in Qatar. As for Cris-Sal, just to rub salt into the wound, it got people all around Latin America talking about its brand.