Buchanan’s Scotch Whisky Launches New Marketing Campaign
Scotch whisky distillery Bucganan’s has launched a new marketing campaign geared at uniting the Hispanic heritage with the American culture. Dubbed ‘We are the spirit of the 200%’. the strategy features Saturday Night Live artist, Marcello Hernandez alongside other Hispanic American creators.
According to a press release, the campaign will target an audience made up of “200%ers” or those who identify as 100% Hispanic and 100% American. There is often a sense of displacement among Hispanic Americans or that they need to choose one identity over the other. This outreach celebrates Hispanic Americans’ unique cultural dualities.
Inside the Buchanan’s Advertising 200% Campaign
An award-winning advertising agency, Crispin Porter Bogusky, developed the new creative. It’s a mix of video spots and multimedia takeovers that explore Hispanic heritage through modern narratives.
For the 200% campaign, Buchanan’s gathered a cast of Hispanic American creatives and pioneers from across the country. Authenticity was assured with every scene, voice-over, and creative detail. The series of original shorts depicts a cast with unique stories, style, and experiences demonstrating that there is no one right way to be a 200%er
“This campaign is meant to honor the 200%ers across the U.S. who are always finding unique and authentic ways to make Buchanan’s Whisky a part of their celebrations,” said Josh Dean, Vice President of Buchanan’s Whisky North America. “That’s why we collaborated with our family of 200% trailblazers to really showcase how diverse Hispanic Americans are and shine a light on these new traditions being created across communities.”
As part of their advertising campaign, Buchanan’s will host a series of events and giveback initiatives. These will take place across local communities during the holiday season. Food and nightlife will be the focus of these events. The Scotch whisky giant hopes to showcase what happens when 200%ers share a meal with their families and friends.
Hisanic Americans are both 100% Hispanic and 100% American.