Buchanan's Crafts a Harmonious Blend of Time-Honored and Modern Traditions in Festive Campaign
Buchanan's blends rich Scotch whisky traditions with modern elements in their festive campaign, honoring Hispanic-Americans as part of their We are the Spirit of the 200% initiative
Article Brief:
Buchanan’s Blended Scotch Whisky, a brand owned by Diageo, has unveiled the latest phase of its “We are the Spirit of the 200%” campaign, which pays tribute to individuals who proudly embrace their dual identity as both 100% Hispanic and 100% American, as stated in a press release.
The holiday campaign, created by Crispin Porter Bogusky agency, consists of 15- and 30-second video spots as well as out-of-home activations. The campaign will be supported by a series of local events. Prominently featured in the campaign are a diverse group of Hispanic Americans, including "Saturday Night Live" cast member Marcello Hernández, cultural collective Kids of Immigrants, music curator DJ VRYWVY, and cultural archivists Djali Brown-Cepeda and Ricardo Castañeda from NuevaYorkinos.
Article Insight:
Buchanan's is launching an exciting new initiative to embrace the festive season, recognizing the Hispanic-American community for both preserving cherished traditions and forging new ones. Drawing inspiration from Elisabet Velásquez's poignant poem, "Can I be Puerto Rican?", our 30-second promotional film showcases the rich diversity within this vibrant community.
The 30-second hero film features Buchanan's bottles in multiple celebrations, juxtaposing past memories with the present. Showcased in the spot are various food, clothing, and cultures. According to a press release by Josh Dean, Vice President of Buchanan's Whisky North America, the campaign aims to honor the 200%ers across the U.S.
"That is precisely why we joined forces with our familia of 200% trailblazers to authentically illustrate the immense diversity of Hispanic Americans and shed light on the emergence of these innovative traditions within various communities," Dean expressed.
The expression "200%ers" has been embraced by media entities such as NBCUniversal Telemundo to encompass the bicultural identity that resonates with numerous Hispanic-Americans. With this demographic expanding steadily, Diageo has embraced the term as a means of forging a connection with these consumers.
As part of the campaign, a range of events will be held nationwide. These events encompass a dinner series aimed at serving meals to service workers, a festive contest, and a showcase of food and drink creations by Mexican-American bartenders Othón Nolasco and Damian Diaz. This dynamic duo will guide consumers in crafting locally-inspired cocktails.
