NEW YORK, Nov. 6, 2023 – Buchanan’s Blended Scotch Whisky is proud to unveil the newest iteration of its “We are the Spirit of the 200%” national advertising campaign that unites and honors 200%ers – those who identify as 100% Hispanic and 100% American – and the bolder, and more flavorful world they create. With Hispanic Americans often feeling like they’re ni de aquí, ni de allá (not from here, nor there) or that they have to pick one side of their identity, the campaign raises a glass to those who embrace being de aquí y de allá (from here, and there), celebrating their unique cultural duality.
The new creative developed by award-winning advertising agency Crispin Porter Bogusky (CPB) is a dynamic mixed media fusion of :15 and :30 video spots and out-of-home takeovers that highlight the many ways 200%ers are putting a unique spin on their Hispanic heritage with their modern upbringing to create new traditions and reimagined ways of celebrating with others.
To represent the broad diversity within the 200% community, Buchanan’s brought together an influential cast of Hispanic American creatives and pioneers across the country to co-create and star in the campaign, ensuring every scene, voice over and creative detail was brought to life with authenticity. The series of original short films depicts a cast with unique stories, style and experiences showcasing there is no one right way to be a 200%er:
Saturday Night Live’s Marcello Hernández representing 200%ers from Miami, Florida.
NuevaYorkinos’ Djali Brown-Cepeda and Ricardo Castañeda representing 200%ers from New York City, New York.
DJ VRYWVY representing 200%ers from Dallas, Texas.
Inspired by Brooklyn-born Boricua writer Elisabet Velásquez's poem “Can I be Puerto Rican?,” the :30 hero holiday film is centered around a diverse group of 200%ers of different backgrounds coming together for all 200% holiday occasions, showcasing the ways Hispanic Americans honor their homeland through different foods, music, clothes, and rituals to create new memories.
“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 familia of 200% trailblazers to really showcase how diverse Hispanic Americans are and shining a light on these new traditions being created across communities.”
Beyond the advertising creative, Buchanan’s will host a series of events and giveback initiatives happening this holiday season across local communities rooted in food and nightlife, demonstrating the unique magic that’s conjured when 200%ers come together to share a meal with family and friends.
Whether you’re gifting your loved ones or mixing up cocktails, there’s a Buchanan’s option for everyone. Order your bottle today and get delivered to your door via Drizly.com.
Stay up to date with the latest news, whisky cocktails and exciting social content by following the conversation at @BuchanansUS on Facebook, @BuchanansWhisky on Instagram and @BuchanansUSA on Twitter. For additional information on Buchanan's Whisky, please visit www.BuchanansWhisky.com.
Agency: Crispin Porter Bogusky
Production Company: Birth.tv
Post Production: Bliss
Audio Post Production: King Doudou
Music: King Doudou // United Masters // DJ VRYWVY
Composer: King Doudou // Napoles // Parrisfranz
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: www.facebook.com/BuchanansUS, Instagram: www.instagram.com/BuchanansWhisky, and Twitter: www.twitter.com/BuchanansUSA.
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 Twitter and Instagram for news and information about DIAGEO North America: @Diageo_NA.