Attractive advertising campaigns that created a differentiator in the new generations

Salt is salt” was the perception that our consumer had. And he was right. Salt, being a commodity, does not have a differentiating attribute and that was causing the new generations not to be faithful to us. Cris-Sal found an opportunity in the middle of the problem: to create a differentiator for our salt that is attractive to new generations, through communication.

With Cris-Sal

This is how Con Cris-Sal was born, the campaign that invites consumers to “live and be like La Sal”. Where through commercials, public roads and entertaining content we see different ingredients go through problems and situations of daily life that later Sal, our main character, manages to change to give a better flavor to his days, just as Cris-Sal does it in our meals. With this campaign we did what seemed impossible for the category: promote salt outside of the kitchen.

Cris-Sal: The Short Movie

Cris-Sal had become a leader in entertainment, either with its funny commercials or with its valuable content, the brand managed to create a strong community in networks, which increasingly asked for more content, but above all they wanted to know what happened with Egg and Salt? The protagonists of our commercials. Cris-Sal listened to his community and gave them an answer in the only way the brand knows how to do it, in a big way and so on March 9, 2022, Cris-Sal: The Short Movie premiered in Ecuadorian theaters. The short film is proof that the ingredient most loved by Ecuadorians is not only versatile in the kitchen, but also in the way it reaches its consumer.

Unlucky Sponsor

Cris-Sal, the leading salt brand, wanted to be a sponsor of the Ecuadorian team during the 2022 World Cup qualifiers, but the Ecuadorian Football Federation denied their proposal. The reason? Salt brings bad luck. This is how a Latin American superstition avoided sponsorship, but created the most awarded campaign of 2022: Unlucky Sponsor.

We became the unofficial sponsor of Ecuador’s rivals, because if salt brings bad luck, why not use it to our advantage? For this reason, in the World Cup qualifiers, public road pieces were displayed inside and outside the stadiums wishing good luck to the teams that played against Ecuador, using their own language, dialect and slang.

The campaign was carried out nationally and internationally, presenting itself in public spaces such as the iconic Plaza del Obelisco in downtown Buenos Aires. Luckily for Ecuador (and for Cris-Sal), the country qualified for the World Cup with unprecedented results such as beating Chile as a visitor for the first time in history, defeating Colombia 6-1 and beating Uruguay 4-2.

This campaign allowed us to seize the word salty in the category, make that expression very typical of our culture, a new brand asset for Cris-Sal and expand our message to new audiences.

Without Cris-Sal

After the success of our Con Cris-Sal campaign, where we showed our consumers how incredible life is when Salt is with you. It was time to introduce them to the other side of the coin, that is, what happens when you look for Another Salt. We replicated the commercials, public spaces and content of our previous campaign with the same ingredients, locations and situations, but this time changing a great factor: the protagonist of the stories. This time there was no Salt but Another Salt, which with his intervention brought chaos, laughter and an ending with a bad taste for the ingredients. Demonstrating with each piece that Sin Cris-Sal does not taste the same, nor the end of the story, nor our meals. With this campaign we resume the first brand claim that Cris-Sal had 52 years ago: Without Cris-Sal it doesn’t taste the same.