When “Bad Luck” Became Marketing Gold: How Cris-Sal Re-Wrote the Rules

In partnership with

A Salt Brand with a Big Problem

Salt isn’t glamorous. It’s in every kitchen—but few brands get you talking. That was the situation for Cris-Sal in Ecuador: a well-known salt brand facing a unique cultural barrier.

In South America, especially in places like Ecuador, Peru and Colombia, the word “sal” (salt) carries a superstition—it’s often associated with bad luck. (Slang like “estar salado” means “to be unlucky” in Spanish.)

When Ecuador’s football federation rejected Cris-Sal’s offer to sponsor the national team—because the product was considered a “bad-luck” item—Cris-Sal faced both a branding obstacle and a golden insight.

Instead of giving up, Cris-Sal and agency ParadaisDDB embraced the taboo and flipped it on its head. They launched the campaign “Unlucky Sponsor”, and the rest became marketing lore.

Flipping the Narrative: The Unlucky Sponsor Campaign

Here’s how the idea worked:

• Since salt = bad luck, Cris-Sal couldn’t sponsor Ecuador’s team. So they “sponsored” Ecuador’s rivals instead—wishing them luck (and a little salt) ahead of matches, publicly.

• Examples: Billboards, DOOH ads and stadium messages in opposing countries using local language, showing a Cris-Sal shaker dusting the opponent with salt alongside messages like “Un poco de sal para la selección de Brasil” (“A little salt for the Brazilian selection”) ahead of Ecuador vs Brazil.

• The stunt turned a cultural taboo into a talking point, got media attention, made the brand part of the World Cup conversation—and did so on a relatively modest budget. The campaign generated 41 million impressions and 2.8 million organic media impressions.

What’s brilliant here: Cris-Sal didn’t try to avoid the superstition—they leaned into it. They made their “problem” the campaign, and in doing so achieved brand visibility, relevance and cultural commentary.

What Founders Can Learn from This

1. Turn your constraint into your creative advantage.
   Most brands avoid whatever holds them back. Cris-Sal did the opposite—they embraced the taboo. When your brand faces a perception problem, consider flipping it—and build authenticity around that integrity.

2. Use local insight as your anchor.
   The “salt = bad luck” superstition is a deep cultural signal. Because they understood it, Cris-Sal could build a campaign that resonated locally and traveled. Startups often chase generic global messaging. Insight-rich local creativity can punch way above its weight.

3. Make your narrative part of the game.
   Sponsorship and sports are crowded waters. Cris-Sal stood out by weaving itself into the story of the match, not just as an advertiser. That’s how they earned share-of-voice without sponsorship rights.

4. Earn attention through story, not budget.
   The campaign’s metrics show that bold ideas can compensate for limited budget—41 million impressions and extensive media pickup for a salt brand is atypical. In early-stage growth, creativity can outperform spend.

5. Be prepared for a little risk.
   This wasn’t safe. It could’ve backfired (alienating fans, or being labeled opportunistic). But the reward came because the insight and execution were strong. In startup marketing, moderate risk + strong insight often beats safe + generic.

The Startup Stoic Takeaway

As founders, we chase growth, product-market fit, and scaling—but often forget that brand perception is built on associative cues—what people feel about us before they ever try.

Cris-Sal’s campaign teaches us that:

Your brand’s “problem” might just be your most interesting story.

If you’re facing an uphill branding challenge—whether it’s category confusion, budget constraints, or perception gaps—look for the insight others shy away from. That friction might be the creative spark you need.

Because startup marketing isn’t always about adding more. Sometimes it’s about turning what you have—warts and all—into a narrative that resonates.

In the words of Stoic philosophy: what stands in the way becomes the way. Your constraint is not your enemy; it’s the raw material for something memorable.

More Startup Lessons…

Until next time,

— Team Startup Stoic