Diageo is targeting Latino consumers in the US with an activation for its Buchanan’s Scotch whisky brand ahead of what the group’s North American division describes as “the world’s biggest fútbol event”.
The extension of Buchanan’s ‘What Glory We Are’ campaign, which debuted a year ago, commenced this week with a TV ad on Fox Deportes in the country. The spot will be supported by 15-second versions in the coming weeks during coverage of 2022 FIFA World Cup matches.
The brand does not have an official sponsorship arrangement with FIFA for the tournament, which runs from 20 November to 18 December.
The blended Scotch will also front a nationwide sweepstake that runs to 18 December with a cash prize of US$10,000.
Earlier this month, Diageo added Balcones Distilling to its American whiskey portfolio. The 14-year-old craft spirits company will sit alongside Bulleit Bourbon.
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