Diageo’s North America division is turning its marketing attention once again to Hispanic spirits consumers in the US in the latest activation for blended Scotch whisky brand Buchanan’s.
‘We Are The Spirit Of The 200%’, which kicks off in the country this week, centres around two ads, one is 30 seconds long the other is 15, backed by “out-of-home takeovers” fronted by “an influential cast of Hispanic American creatives”. The campaign promotes the identification by the dynamic of being both American and Hispanic.
Among those featuring in the spots are Saturday Night Live cast member Marcello Hernández, ‘Kids of Immigrants’ cultural collective co-founders Daniel Buezo and Debbie Gonzales, Djali Brown-Cepeda and Ricardo Castañeda from cultural archivists NuevaYorkinos, and DJ VRWVY.
Exactly a year ago, Diageo North America unveiled the ‘What Glory We Are’ soccer-themed campaign for Buchanan’s ahead of the 2022 FIFA World Cup.
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