Diageo has recruited Rauw Alejandro for a marketing move for Buchanan’s blended scotch.
The ‘Buchanan’s Asados Unidos’ initiative includes a four-part video series featuring Latin Grammy award-winning and four-time Grammy-nominated Alejandro and friends from Puerto Rico, Argentina, Colombia and Mexico. Launching across digital platforms throughout the summer, the 15-second video spots celebrate the “distinct flavours and rhythm of 200% grilling traditions”.
“Rauw Alejandro’s artistic vision and message behind ‘Cosa Nuestra’ are perfectly aligned with what we’ve always aimed to do with Buchanan’s, and that is celebrate the vibrant duality and deep sense of community of 200%ers – those who are 100% Hispanic and 100% American,” said the group’s brand director for Buchanan’s, Linda Lagos-Morales.
Last month, Diageo rolled out its latest global marketing campaign for the Casamigos tequila brand.
