This year, in 2025, the UEFA Women’s EURO took place in Switzerland, the home of fine chocolate. We turned that iconic symbol into a statement.
It became our inspiration, a resource to craft a striking message that left everyone with an irresistibly sweet aftertaste.
We created “Sweet Victory” (Dulce Victoria), Swiss-inspired chocolate bars carrying powerful messages about women’s football.
First, we crafted bars engraved with negative comments—actual words taken from influencers and relevant celebrities—and sent them personalized bars so they literally had to eat their own words on their social channels. A bold gesture of support for our players, fully aligned with Visa’s global claim “Always in your corner”, which in Spain we adapted to “Siempre en vuestro equipo”.
Then came the bars with positive comments, allowing fans to savour the taste of success itself. Because women’s football is nothing but a series of victories; something often said, but never before truly experienced… until now.
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The campaign concluded as a resounding success: three talents exemplified and raised awareness of the campaign by ‘eating’ their own words on the chocolate bars.
Juanma Castaño, a renowned journalist in the sector, Ubieto and Cacho, two content creators who brought us closer to a younger audience, literally ate their words, stepping up and joining Visa’s team.
There was a high volume of interactions, especially on Ubieto's reel, which shows that the action generated interest among users, with opinions of all kinds: "I would eat my words too if it were in a chocolate bar like that" from an unknown user, or "What a crazy AD lol" from DjMaRiiO, a prominent Spanish content creator centered around EA Sports FC.
Other Visa allies joined in too, celebrating and tasting victory themselves. They shared their own experiences with the chocolates, amplifying the campaign's reach and reinforcing the message of solidarity and support for women's football.
A very sweet victory indeed.
Client: Visa
Sector: Payment Technology
Campaign: Dulce Victoria. Patrocinio UEFA Women's EURO 2025
Agency: Digitas Wysiwyg
CREATIVE DEPARTMENT
Executive Creative Director: Arturo López
Creative Director: Catalina Hibbert
Art Directors: Jessica Puerta y Marina Pastor
Motion grapher & 3D Artist: Marina Pastor
Copywriters: Miguel Ángel Gómez Barrios, Belén Jiménez y Laura Gandarillas
ACCOUNT DEPARTMENT
Client lead: Carlos Sánchez-Garrido
Account Director: Marta Brenes Senesteva
Account Executive: María Alonso de Lomas
