“CAÑETÉ”, THE FRAGRANCE BY SANTI CAÑIZARES

“CAÑETÉ”, THE FRAGRANCE BY SANTI CAÑIZARES THAT REVIVES ONE OF THE MOST BIZARRE STORIES IN WORLD CUP HISTORY
The campaign introduces a fictional fragrance created by the famous goalkeeper Cañizares (a.k.a. Cañete) that supposedly “brings luck” to the Spanish National Team, while also launching Consum’s World Cup promotions.
The launch of Cañeté marks the beginning of a wider series of World Cup campaigns and promotions by Consum for the 2026 tournament.

Some stories become impossible to separate from a World Cup. And one of them belongs to Santiago Cañizares.

Just days before travelling to the 2002 FIFA World Cup in Korea and Japan, Spain’s first-choice goalkeeper suffered one of the strangest injuries in football history during the national team training camp: a bottle of cologne fell in his hotel bathroom, shattered as he tried to stop it with his foot, and severed a tendon — ruling him out of the tournament before it had even begun.

Now, more than two decades later, Consum and Cañizares are bringing that legendary anecdote back to life with a humorous twist through the launch of “Cañeté”: a fragrance created to “break the curse” and cheer on the Spanish National Team during the World Cup.

The campaign turns the incident into a playful personal vendetta by the iconic goalkeeper, revisiting one of the most unforgettable moments in Spanish football history through nostalgia, humour and football culture.

Santi Cañizares himself joked:

“Can you imagine if it actually brings us luck and we win the World Cup?”

“Cañeté” will be released as a limited edition fragrance and will not be available for sale. Fans will only be able to get it through a giveaway hosted on Consum’s social media channels.

As described on the bottle itself:

“Cañeté is inspired by one of the most legendary goalkeepers in the history of the Spanish National Team: Santiago Cañizares.
A fragrance that dominates the air and performs especially well from eleven metres.

Its scent blends notes of freshly cut grass and crossbar wood, finishing with the freshness of coming on with 10 minutes left against Denmark and saving Spain’s qualification for the World Cup.

A bold, seductive fragrance full of character.
And, most importantly, packaged in a lightweight, injury-proof bottle.

Created by Santiago Cañizares & Consum.”

The World Cup is already in the air at Consum

The launch of Cañeté marks the beginning of a series of campaigns and promotions running throughout June under the slogan:
“The World Cup is already in the air.”

Consum stores will feature a special selection of offers designed for fans to enjoy the World Cup from home.

With this campaign, Consum transforms one of the most iconic moments in Spanish football history into a nostalgic and humour-driven activation packed with football references, aimed at connecting with an entire generation of fans ahead of the 2026 World Cup.

The campaign was developed by the Valencia-based agency KIDS, which also created Consum’s previous UEFA Euro campaign alongside renowned football journalist Julio Maldonado “Maldini”.

About Consum

Consum is Spain’s largest supermarket cooperative by number of members and originated in the Valencian Community. The company stands out for its cooperative business model, in which employees are also members, while offering a wide range of brands, high-quality fresh products, and an extensive network of supermarkets and franchise stores under the Charter brand.

About Agencia KIDS

Agencia KIDS was founded in 2011 by Jabo García-Janini and Jorge Sánchez Mares and is headquartered in Valencia, Spain. The agency develops brand strategies and creative campaigns across sectors including food, entertainment, fashion, real estate and lifestyle.