As anticipation builds for the 2026 FIFA World Cup, Visa has unveiled a high-profile marketing campaign in Argentina, tapping into the nation’s deep-rooted football culture. The campaign features national team stars Rodrigo De Paul and Leandro Paredes, focusing on their iconic “candy ritual” (cábala)—a superstition that became a symbol of national unity during the 2022 World Cup victory.
Campaign Strategy and Creative Execution
Developed by the creative agency VML Argentina, the campaign cleverly bridges the gap between fan superstition and tangible reward. The promotional premise is simple: while fans cannot control the outcome of matches, they can “take control” of their journey to the 2026 World Cup by using their Visa debit cards.
- The “Cábala” Concept: The advertisements recreate the famous ritual where De Paul and Paredes eat candies before matches. The campaign taps into the sentiment that while rituals are sacred, payment convenience is something fans can truly rely on.
- Strategic Positioning: Because American Express holds the official credit card sponsorship for the Argentine National Team, the Visa campaign subtly avoids direct use of the team’s crest or the “Albiceleste” name, focusing instead on the players’ personal narratives and the cultural phenomenon of football superstitions in Argentina.
- Media Mix: The campaign is being rolled out across digital platforms, traditional audiovisual media, and social networks to maximize engagement with Argentine football fans.
Commercial Objectives
Silvana Antoniazzi, Vice President of Marketing for Visa’s Southern Cone, emphasized that the campaign builds on the emotional legacy of the previous World Cup: “When rituals are respected, magic happens. We decided to take that concept and invite all Argentines to do what they do best: believe, respect their superstitions… and pay with their Visa Debit card.”
This initiative serves as a primary driver for Visa’s regional engagement strategy, incentivizing card usage by giving users a chance to win a trip to the upcoming 2026 World Cup through daily transactions.