Cris-Sal - Unlucky Mentions

In Latin America, salt means more than flavor—it means bad luck. Especially in sports, where saying something nice about a player before a play is believed to jinx them. Locally, we call that “salar.”

That’s why salt brands usually stay far away from sports. But Cris-Sal did the opposite. It teamed up with Ecuador’s top commentators to sneak compliments about rival players into live radio broadcasts—right before big plays. Turning every “nice word” into a secret jinx. And salt, into Ecuador’s most unexpected advantage.