Joined by Puerto Rican Chef Manolo López and a
collective of 200% visual artists, together they're honoring and
displaying the many ways 200%ers pronounce Buchanan's through vibrant art across five
cities
NEW
YORK, Oct. 3, 2024 /PRNewswire/
-- Buchanan's Scotch
Whisky is proud to announce the launch of
the #ComoLoDigas campaign, celebrating and
displaying the many ways 200%ers (those 100% American and 100%
Hispanic) pronounce Buchanan's.
From Boo-cha-nas to Bucána', Buchanan's is showing how what matters most is
making room for the differences that unite us in our 200% lived
experience and our love for the brand, however you say
it.
Experience the full interactive Multichannel News Release here:
https://www2.multivu.com/buchanans_whisky/9290851-en-buchanans-scotch-whisky-marcello-hernandez-como-lo-digas
In partnership with SNL's Marcello
Hernández, celebrated Puerto Rican chef Manolo López, and
a dynamic group of 200% visual artists this integrated marketing
campaign is designed to champion Latinos' influence on the culture
while showcasing that what differentiates them in language unites
them in community.
Buchanan's has long been a
beloved presence at gatherings among Hispanic Americans, embracing
the spirit of "200%ers"—those who proudly navigate their dual
identities. Recognizing that Hispanic audiences are not a monolith,
Buchanan's aims to celebrate the
nuances in our rich regional vocabulary and dialects within the
200% community, no matter what form it takes (or how it sounds).
For this reason, Buchanan's is
launching the #ComoLoDigas campaign during Hispanic Heritage Month
to honor and celebrate these diverse linguistic experiences.
"What we really wanted to do with this campaign is to
further expand on last year's 'We Are the Spirit of the 200%'
campaign to focus on celebrating the pride that our consumers have
in their communities," says Marketing Director of
Buchanan's Scotch
Whisky Linda Lagos-Morales. "The unique ways that
Hispanic Americans pronounce Buchanan's reflects the diversity of 200%ers
and is often directly representative of where they come from. We
are proud to know that our brand is so ingrained in the culture
that no matter where you are or how you pronounce it, we all share
the same 200% spirit."
Kicking off in New York City,
Buchanan's and Marcello brought
the lively conversation to the streets of the 'Loisaida'
(AKA, the Lower East Side) with a surprise appearance at the grand
opening of Café Colmado, a brick-and-mortar coffee shop
created by Chef Manolo López - where
they interviewed Latinos of all backgrounds to talk about
Buchanan's, Spanglish and the
vocabulary that represents their unique 200% experiences in a
60-second 'hero video'.
"My dad calls it 'Booshanan', and I call it 'Bucachaná' or
'Buchacaná," said SNL's Marcello Hernández. "Throw
a Scotch whisky in a Latino neighborhood and you're going to get
some alternate pronunciations. This campaign is about how everyone
can call it something different, but we all enjoy it. Hence
#ComoLoDigas! Shoutout to all the 200%ers out there teaching their
parents to say words like Buchanan's."
In October, Buchanan's will
unveil five striking murals in New
York, Miami, Houston, Los
Angeles and Chicago,
designed by local 200% artists D'ana Nuñez, Magdiel Lopez, Erasto Reyes and Tubs. Each of these
vibrant murals showcase the unique phonetic pronunciations of
Buchanan's that reflect our
200%ers impact and the cultural influence in each city.
The campaign will continue rolling out throughout the month
across digital platforms with :15 and :30 video spots and a social
media call to action inviting brands and fans to join the
conversation and share their unique pronunciations using
#ComoLoDigas to celebrate how our differences can unite the
Hispanic American community.
Buchanan's Whisky and Marcello
Hernández invite everyone 21+ to join the #ComoLoDigas conversation
by following @Buchananswhisky and continue the Hispanic
Heritage Month celebration at home with easy-to-make cocktails,
like the Piña Fizz and Buchanan's La
Familia. Buchanan's
Whisky is available for purchase online and in retail stores
nationwide wherever fine spirits are sold, at a retail price
of $29.99.
About BUCHANAN'S Blended
Scotch Whisky
BUCHANAN'S Blended Scotch Whisky's
true purpose is to unite all who bring their 100% Hispanic and 100%
American identities together to live a 200% life. It was created to
be shared with one another and enjoyed by all, because our
founder, James Buchanan believed in the power of sharing.
The BUCHANAN'S Blended Scotch
Whisky brand has more than 130 years of authentic heritage, and
every bottle represents James Buchanan's commitment to
creating the finest blended Scotch Whiskies. The BUCHANAN'S Blended Scotch Whisky Portfolio
features four gold award-winning marques, including: BUCHANAN'S DeLuxe Blended Scotch Whisky,
BUCHANAN'S Pineapple, BUCHANAN'S MASTER Blended Scotch Whisky,
BUCHANAN'S Special Reserve Blended
Scotch Whisky and BUCHANAN'S RED
SEAL Blended Scotch Whisky. All of these marques have been
recognized in the most prestigious international spirits
competitions. For more information,
visit www.BuchanansWhisky.com or connect with us
on Facebook and Instagram.
About DIAGEO North America
DIAGEO is a global leader in beverage alcohol with an outstanding
collection of brands including Johnnie Walker, Crown Royal,
Bulleit and Buchanan's whiskies,
Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and
Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and
Guinness. DIAGEO is listed on both the New York Stock Exchange
(NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their
products are sold in more than 180 countries around the world. For
more information about DIAGEO, its people, brands and performance,
visit www.Diageo.com. Visit DIAGEO'S global responsible
drinking resource, www.DRINKiQ.com, for information,
initiatives and ways to share best practices. Follow along on
Instagram for news and information about DIAGEO North America:
@Diageo_NA.
Media Contact: Buchanans@HunterPR.com
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SOURCE Buchanan's Scotch
Whisky