The "We Are The Spirit Of The 200%" Campaign
Celebrates The Unique Duality And Cultural Contributions of Those
Who Identify as 100% American and 100% Hispanic
NEW
YORK, Nov. 6, 2023 /PRNewswire/
-- 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.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9167951-buchanans-spirit-of-the-200-percent-holiday-campaign/
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:
- Stand-up comedian Marcello Hernández from
Miami with Cuban-Dominican roots
has broken out as a cast member on "Saturday Night Live." His
comedy often touches on topics many 200%ers experience, from
familiar anecdotes about his mamá to his passion for fútbol
and growing up bicultural.
- Kids of Immigrants, a brand, a cultural
collective and movement based in Los
Angeles co-founded by Daniel
Buezo, Honduran-American CEO and Debbie Gonzales, Mexican-American Creative
Director. With KOI they are celebrating their roots while hoping to
inspire and foster a sense of unity among all individuals. At the
heart of their mission lies the powerful message of "Spread Love"
and "Support Your Friends," which serves as a guiding principle for
how they actively empower and uplift their communities.
- NYC-based cultural archivists Djali Brown-Cepeda
and Ricardo Castañeda of
NuevaYorkinos, whose platform preserves Latino
and Caribbean personal histories
through submissions from the local community, celebrating the
resiliency of immigrants in the U.S. through their stories and
experiences.
- Music curator DJ VRYWVY who is a proud Mexican-born
Dallas-based DJ and creator of
VRYLATIN and VRYBILINGUAL parties that celebrate Latin culture and
dual cultures, being a Mexican immigrant aimed at inspiring the
next generation of DJs and creatives through music.
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.
- Family Cena, Vibra Buena 200%
Dinner Series: Co-curated by local chefs and our familia of
200%ers, the local dinner series captures how each carries the
unique customs of their heritage into modern-day festivities to
create the ultimate 200% dinner experience.
- 200% Family Meal Giveback Program: As part of the
Buchanan's 200% Futuro Fund the brand is partnering
with local organizations like No Us Without You and Street
Vendor Project to provide family meals to the many 200%
bartenders, cooks and service-industry professionals who work
behind the scenes to bring meals to our tables.
- Noche Buena Holiday Contest: This holiday season,
Buchanan's Whisky invites fans to share their Noche Buena magic by submitting their festive
feasts, cherished traditions, and heartwarming moments with friends
and familia online for a chance to celebrate with Buchanan's.
- 200% Food & Drink Content: The brand collaborated
with Mexican-American bartenders Othón Nolasco and Damian Diaz of No Us Without You to
create a series of locally-inspired holiday cocktails like the
Horchata DeLuxe and the Piña Apple
Cider for fans 21+ to pair with their favorite dishes
this season.
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.
Credits
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.
Media contact: Buchanans@HunterPR.com
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SOURCE Buchanan’s Whisky, Diageo