Buchanan’s Scotch Whisky Teams Up with Saturday Night Live’s Marcello Hernández to Celebrate How U.S. Latinos use Language to Create Community with the Launch of its #ComoLoDigas Campaign
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, NY – October 3, 2024 – 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.
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.
How do you say Buchanan’s? #ComoLoDigas
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.
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